Fearless Foundry x Itsu Circle:
Supporting Indigenous Sovereignty and Land Stewardship
The Story
Itsu Circle is a pioneering organization dedicated to realizing sovereignty for federally unrecognized Indigenous Nations in California. This state is home to more people of Indigenous descent than any other in the United States. The organization emphasizes that federal recognition does not establish an Indigenous Nation but rather defines a legal relationship with the U.S. government, facilitating the rematriation of land, sacred objects, remains, and respect for cultural practices.
Grounded in the principles of trust, healing, and shared leadership, Itsu Circle’s mission is guided by Indigenous leaders of the Central Coast of California, with advisors from the Esselen, Salinan, and Ohlone Nations. The collective also collaborates with the CA Council of Land Trusts, Native CA Research Institute, and the CA Biodiversity Collaborative to conserve California’s biodiversity through land stewardship while supporting tribal sovereignty and cultural practices that have sustained the land and waters for thousands of years.
When Itsu Circle approached Fearless Foundry, they sought a partner to help establish a distinct identity that would serve as a resource hub for Indigenous leaders, government agencies, land stewards, and legal professionals. The challenge was to create an accessible, visually engaging, and culturally resonant digital presence for a diverse audience, including older tribal members who may not regularly use the internet. Itsu Circle needed a space to distinguish it from theHealing and Reconciliation Institute, making it a separate, trusted resource for Indigenous land reclamation and stewardship efforts.
The Solution
Brand Strategy and Identity Development:
Fearless Foundry began the partnership by conducting extensive meetings with Itsu Circle to understand its vision and audience. The focus was on creating a resource that would welcome Indigenous leaders while also addressing the needs of legal professionals and government agencies. This approach was reflected in a brand strategy that emphasized accessibility, cultural sensitivity, and the intentional use of natural colors and imagery that tied directly to the Central Coast’s landscapes. Itsu Circle’s new identity would be a powerful bridge between traditional ecological knowledge and modern conservation science, honoring Indigenous perspectives on land and sovereignty.
Website Design & Development:
Fearless Foundry designed and developed a website that balanced beauty with functionality, ensuring that it would resonate with an older audience who might be unfamiliar with navigating the internet. The design process skipped the traditional wireframe approach, instead focusing on a mock-up iteratively refined to meet the client’s vision. The site incorporated fluid visual elements that represented the lands, peoples, and missions of Itsu Circle, avoiding the rigid "blocky" structures typical of many websites. Fearless Foundry’s use of vivid, nature-inspired colors—such as burnt reds and deep teals—was directly informed by the landscapes that Itsu Circle’s mission seeks to protect, as well as informed by the tribal council’s recommendations related to the key meanings and associations with colors that come from their heritage.
Social Media Strategy:
To support the launch of Itsu Circle’s new identity, Fearless Foundry also assisted with a targeted social media strategy. Although the support was limited in duration, the social media work helped boost the visibility of the new brand. The team showcased visuals and stories that attracted a broader community of individuals and organizations eager to collaborate with Itsu Circle.
Branding Photography & Media Kit:
Recognizing the importance of storytelling through imagery, Fearless Foundry worked closely with Itsu Circle to produce a media kit filled with curated visuals. This kit was designed to highlight the unique landscapes and cultural heritage that are central to Itsu Circle’s work, helping the organization engage with both Indigenous and non-Indigenous partners alike.
Lead Generation & Email Funnels:
Fearless Foundry created a lead generation funnel tailored to expand Itsu Circle’s reach among key audiences, including tribal leaders, environmental advocates, and legal professionals. By integrating culturally relevant content and clear pathways to additional resources, this funnel helped transform website visitors into active supporters and collaborators.
The Results
Fearless Foundry’s work successfully helped Itsu Circle establish a distinct digital presence that immediately attracted new partnerships and collaborations. The website became a central resource hub for Indigenous Nations and those involved in land stewardship, fostering a growing community of advocates and legal professionals working together to reclaim and protect sacred land.
From Allena Fleming, Project Manager:
"This project was unique because of the care and intentionality we put into every aspect. From the colors that reflected the natural environment to ensure that older tribal members could easily navigate the website, everything had a rhyme and reason. Maya [the founder] taught us so much about the importance of this work and how vital it was to create something beautiful and accessible. It was a privilege to help create a resource that Indigenous leaders could trust and use in their fight for land sovereignty."
Conclusion
Fearless Foundry’s partnership with Itsu Circle exemplifies our commitment to supporting organizations that are making a profound difference in their communities and the environment. By centering Indigenous perspectives and building a thoughtful, user-friendly digital space, we contributed to Itsu Circle’s mission of reclaiming land, healing communities, and fostering ecological stewardship. We are honored to have played a role in this important work and look forward to seeing how Itsu Circle continues to grow and lead in the years to come.