Seven respected conservation organisations collaborating as a single, and important voice for UK conservation needed an identity under which to deliver a bigger impact and a lasting legacy for species conservation and the critical issue of maintaining biodiversity in the UK. Our task was to develop that identity from scratch.
Our start point was to explore a naming convention for the collaboration aimed at meeting the criteria and expectation of the founder partners in the group. The smoothest way to do that was to give everyone ownership of the creative process from the start by involving them in debate and exploration. And that proved to be an enlightening process, as unsurprisingly all stakeholders involved brought differing attitudes towards brand and marketing to the table. So our role was not only to creatively direct but also to strategically advise in order to steer them towards a route with the right integrity and presence. Once ‘Rethink Nature’ was identified as the name, we wrote a narrative for it to inform the wider creative approach.
The specific creative solution for the brand identity had to meet three key criteria; to be a clear, simple, stand alone mark that strongly represented the collective, be a mark that could abruptly signal something different within the conservation sector and a mark that could work shoulder-to-shoulder with an existing and eclectic mix of partner brands.
Our key investment beyond creating the brand identity was to write the usage rules, ensuring that brand integrity worked in all scenarios and all channels that future Rethink Nature campaigns might likely use.
Rethink Nature represents a thorough and very detailed brand communications project from the agency, something that’s become a solid trademark of our creative ability over the last few years.