Brand development – Rewilding Britain
What drove the change in brand?
Young, pioneering charity Rewilding Britain champions rewilding as a way of rejuvenating communities and tackling the species extinction crisis and climate emergency. While public interest in rewilding is growing, the charity lacked stand-out from traditional conservation groups. It also found people were confused about the difference between rewilding and conservation, and the role Rewilding Britain plays.
What did the change involve?
The brand identity design was led by freelance creative director Owen Hughes. Supporting launch assets were created by Slider and Chris Shone and the website was designed by Kind.
The charity’s new logo, colours and typographic style have been designed to give a more confident and distinctive presence, with the previous brand identity having been seen as apologetic and anonymous. The brand’s image style, icons, infographics and animations bring rewilding to life and show the huge impact it can make. The new sign-off – “Think Big. Act Wild.” – is a rallying call to get involved.
The new brand was road-tested and refined through a new website, social media content, films, reports, presentations, stationery templates and a launch campaign. At the same time, the charity developed practical guidance and brand training for Rewilding Britain people and partners.
What difference has this made?
After the rebrand website user numbers increased by 46 per cent, from 58,000 to 85,000. Donations have risen by more than 152 per cent, with one-off donations increasing by an impressive 315 per cent, reaching £50,000. Direct debit customers have increased by 75 per cent and supporter newsletter sign-ups have risen by 149 per cent to more than 24,000. LinkedIn membership increased to more than 15,000, and Twitter followers rose from 43,000 to 54,000.
During 2020 Rewilding Britain featured in more than 1,100 media items, smashing its target of 100, with more than 95 per cent of coverage carrying the charity’s key messaging.
What did the judges say?
“Bold, eye-catching, fresh – a fantastic example of linking a brand strategy to campaigning.”
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