After only one week into my new administrative role at WisCorps, I realized the organization was facing an identity crisis for the community. After 15 years of service, WisCorps acquired the Eco Park building from the City of La Crosse with the intention of rebranding it to become the environmental education programming segment of the organization. In 2023, The Nature Place was brought to life. At the same time, WisCorps mistakenly elevated into a holding company role—a shift that caused community confusion and weakened brand equity.

When I stepped into the role of Marketing & Communications Manager a year later, I oversaw the partnership with BWdB, a creative agency based in Minneapolis, to find a solution. Together, we launched Central Conservation as the new parent company, supported by a modern brand strategy and go-to-market plan.

This rebrand establishes Central Conservation as the umbrella organization for WisCorps and The Nature Place—projecting confidence and professionalism while remaining approachable. The clean, timeless aesthetic was designed to inspire donors and partners, and to resonate with government agencies, nonprofit organizations, and conservation corps across the region.

At its core, Central Conservation exists to unify the conservation movement. Too often, mission-driven nonprofits get weighed down by administrative, marketing, and development requirements—diverting resources away from the field and into overhead. Central Conservation helps streamline these services as a fiscal sponsor for environmental organizations, ensuring more funding is invested directly into programs, communities, and conservation work in our region.