Wild Roots Nature Center

Nonprofit ReNaming Strategy: Wild Roots Nature Center

Nonprofit | Strategic Planning | Marketing | Research

For nearly 50 years, Severson Dells Nature Center has been a cornerstone of nature education in the Rockford region – serving tens of thousands of students, families, and community members through immersive, science-based programming. As its impact grew, so did its vision.

When the organization expanded beyond its original footprint – acquiring the former Elliot Golf Course to restore it into a new nature preserve and education center – the need for a unified, forward-looking identity became clear. Chartwell Agency partnered with the organization to guide a thoughtful renaming process that would reflect both its legacy and its future.

The Challenge

The name Severson Dells Nature Center was deeply rooted in the community and tied to a single location. However, the organization was evolving into a multi-site operation, extending from one side of Rockford to the other.

With the addition of a second location, the organization needed a name that could:

Represent its growing geographic reach
Unify multiple locations under one identity
Honor its legacy while supporting future growth
Avoid legal or brand conflicts

Additionally, it was critical to preserve the historic significance of Severson Dells Forest Preserve, which would continue to carry the Severson family name.

Solution

Chartwell led a structured, collaborative naming process designed to align stakeholders and deliver a name that captured the organization’s mission, values, and expansion.

Strategy

To ensure a meaningful and strategic outcome, Chartwell:

Facilitated focused discussions with staff and board members to define organizational goals, values, and naming criteria
Vetted proposed names for relevance, tone, and alignment with mission of nature education and conservation
Conducted trademark and brand research using the United States Patent and Trademark Office (USPTO) database and regional searches
Evaluated potential conflicts and provided clear guidance on brand and legal risk

Outcomes

The organization officially adopted Wild Roots Nature Center as its new name. This new identity reflects both its philosophy and its future:

Wild represents the organization’s belief in active, hands-on learning experiences in nature
Roots symbolizes its deep community ties, longevity, and strong foundation

The updated naming structure provides clarity across locations:

Wild Roots Nature Center at Severson Dells (existing site)
Wild Roots Nature Center at Prairie’s Edge (future site)

Importantly, Severson Dells Forest Preserve remains unchanged, continuing to honor the Severson family’s legacy and their generous contribution to the community.

The new name positions the organization for long-term growth while reinforcing its mission: to inspire conservation through education and stewardship, and to cultivate meaningful connections between people and nature.

What began nearly five decades ago as a single nature center has now grown into a regionally connected organization – one with deeper roots and a broader reach than ever imagined.