Case Study: Wild Roots Nature Center achieves a unified multi-site identity with Chartwell Agency

Wild Roots Nature Center renames after nearly 50 years with Chartwell Agency

The nonprofit Wild Roots Nature Center, formerly known as Severson Dells Nature Center, faced a challenge when its expansion to a second location necessitated a new unified identity. The organization needed a name that could represent its broader geographic reach, honor its legacy, and avoid legal conflicts. Chartwell Agency was engaged to guide this strategic renaming process.

Chartwell Agency led a collaborative process involving stakeholder discussions, name vetting, and trademark research. The solution was the new name Wild Roots Nature Center, which reflects the organization's hands-on learning philosophy and deep community roots. This renaming successfully unified the two locations under a single, forward-looking brand while preserving the historic name of the original forest preserve, positioning the organization for future growth.

Wild Roots Nature Center