The Nature Record - Ode Partners
The Nature Record
When a team of environmental scientists approached us in 2025, they were rebuilding an ambitious national initiative.
Years of research, a network of nearly 200 scientists, and a coordinated effort to produce the first holistic assessment of lands, waters, and wildlife across the United States had suddenly been cut short by the new administration.
But they were determined to tell the story of nature in America. They reorganized independently and raised more than $3 million to continue the work on their own terms. What they didn’t yet have was a public-facing brand, website, or communications strategy.
We began by building the brand from the ground up, working closely with the team to define the initiative’s vision and how it would show up in the public.
There was an opportunity to give the project a name that opened the door to grow beyond an assessment. We landed on The Nature Record to reflect its role as a living account of what’s changing in nature, what’s at stake, and what we can do about it.
The visual identity system was designed to work across physical and digital properties, with interconnected forms and patterns inspired by the relationships between natural systems.
While the assessment authors were immersed in the process of research and writing, we focused on building an audience. Because the initiative needed to engage everyone from policymakers to the broader public, the approach had to feel credible, inclusive, and inviting. The messaging framework reinforced the idea that everyone is connected to nature and has a role in shaping what comes next.
Within months, the Substack publication grew to more than 2,000 subscribers, accelerated in part by coverage in The New York Times and sustained engagement across newsletters and social posts.
As momentum grew, we created a communications toolkit for staff, chapter authors, and advisors to support outreach during the upcoming commenting period. We also promoted a series of online and in-person engagement events to expand participation and encourage people to contribute feedback.
In parallel, we designed and developed the website in phases. The first release was a lightweight single-page site introducing the initiative and building early visibility. From there, the platform expanded to support the public review process. We built a bespoke online commenting tool while making the materials available for offline review and group feedback.
In March 2026, we released an 868-page draft to an audience eager to participate. The public review period allowed anyone to review draft chapters, contribute their local knowledge, and shape what became part of the record. Comments poured in from across the country and directly influenced the work.
The next phase of the project involves building out the platform’s community features, including an interactive experience where anyone can share stories about places in nature where ecosystems are thriving. By creating a space for people to contribute their own observations and lived experience, the brand evolves as a living record of nature in the U.S.
Climate TRACE