Oregon Department of Land Conservation and Development
Since 1973, the Oregon Department of Land Conservation and Development (DLCD) has helped to manage urban growth; protect farm and forest lands, coastal areas and natural resources; and provide for safe, livable communities across Oregon.
Sheepscot produced a year-long campaign for the Salem-based agency to mark the 50th anniversary of Senate Bill 100, out of which DLCD was born.
LOGO DESIGN
To start, we put a celebratory spin on DLCD’s existing logo—and we produced two versions to give DLCD staff, partners and advocates the opportunity to focus on Senate Bill 100 or DLCD, itself.
Beyond the DLCD website, the logo has been featured on buttons, hats, and t-shirts, virtual backgrounds, invitations and other promotional materials.
DLCD’s original logo
Logos designed by Sheepscot for the 50th anniversary
ILLUSTRATIONS
The challenge in telling DLCD’s story was to help audiences understand that so much of what they know and appreciate about Oregon has not only survived but thrived thanks to Senate Bill 100. Conversations about land use planning get complicated in a hurry. Consider, for example, that Oregon’s system is founded on a set of 19 goals. Nineteen!
We knew that professional planners would see the campaign, and we wanted it to ring true for them. We also wanted to catch the attention of Oregonians who’d never thought much about land use planning, even though it informs their lives every day.
So we interviewed farmers, ranchers, Tribal leaders, planners and professors. We listened to current and former DLCD staff members, and heard stories from people who were central to the proceedings when Governor McCall signed Senate Bill 100.
Taking inspiration from vintage WPA-style National Parks posters, seven illustrations depict familiar Oregon scenes in an approachable, painterly style. Each is accompanied by a caption that describes the scene through the lens of land use planning.
VIDEO
Our campaign illustrations, captions and interviews come together in a 2-minute animated video showcasing examples of Senate Bill 100’s impact today around the state.
STORY MAP
A story map organizes the illustrations and captions geographically. Along with those elements, audio excerpts from our interviews offer personal perspectives on the impact of Senate Bill 100.
DIGITAL TOOLKIT
From our interviews, we produced a series of twelve social media packages. Each includes a graphic pull-quote, a separate audio excerpt, and a suggested caption. At the DLCD website partners and advocates can find ready-to-use materials for Facebook, Instagram and LinkedIn along with virtual backgrounds and additional campaign assets.
ANNIVERSARY EVENT
Sheepscot collaborated with agency leadership to produce the 50th anniversary celebration on the Capitol Mall in Salem. With Governor Tina Kotek in attendance—and proclaiming the day “Land Use Planning Day” across Oregon—the gathering brought together past and future leaders in the field. Lively speakers, cake and music, along with the campaign’s 50th anniversary artwork, helped bring the event to life.
