Seven leading conservation organisations collaborating as a single voice for UK conservation needed an umbrella under which to deliver a bigger impact for species conservation and the protection of habitat biodiversity.

This was an invention task where we had to both creatively direct and strategically advise to steer the collective towards a practical solution with the right presence. The smoothest way forward was to give everyone a voice by involving them in early debate and exploration workshops. This was an enlightening process, as unsurprisingly all stakeholders had differing attitudes towards brand and marketing.

The umbrella identity had to meet three criteria; to be a clear, simple, stand-alone mark strongly representing the collective, be a mark that could abruptly signal something different within the conservation sector and one that could work shoulder-to-shoulder with an existing and eclectic mix of partner identities.

Landing a name for the collaboration to meet these criteria and stakeholder expectations was the toughest nut to crack, but once Rethink Nature emerged as the solution, we could write a brand story to inform the wider creative approach.

Beyond creating the look and feel, our key investment was writing the usage rules to ensure the brand worked in all scenarios, dual language English and Welsh, and in all channels where Rethink Nature campaigns were active.

This extensive project represents a very deep and detailed brand communications delivery from the agency; typical of the scale of multi-stakeholder work that’s become synonymous of our creative ability in recent years.