MLCV is the only nonpartisan political organization in Michigan protecting our land, air, and water. They approached Conduit for a brand redesign that would resonate with the people of Michigan. The identity is a simple mark, invoking an experience that is unmistakably Michigan; a sunset over one of our Great Lakes. The shield shape also symbolizes their position as defenders of the environment. A flexible color system was built around this mark utilizing blues and greys of our waters and the warm hues of our sunsets. The colors of the mark adjust for MLCV’s PAC, transforming the waves and sky into a waving American flag.