Woodland Trust, is the UK’s largest woodland conservation charity, but they had a challenge – how to shift perception from a conservation organisation for the traditional and conservative to one that represents the wide variety of voices that want to combat the nature and climate crisis and, at the same time, grow its supporter base, reaching 3% more of the UK population and attract a more diverse audience.
We had to start at the core of the organisation, creating a new brand proposition that would open them up to a wider audience, as well as redefine their role in combatting the climate crisis. That new positioning, ‘Fighting for the health of people and planet with every tree’, firmly places Woodland Trust as a mass brand, speaking to a mass audience about a mass cause, and is a rallying cry for people to join them in the fight for a healthier planet.
We then worked to develop a new Visual Identity for the organisation that would live across every element of the brand’s activity and reflected this new positioning. A distinct departure from their previous branding, the new VI embraces boldness, optimism and the energy required to combat the climate crisis while being inclusive and approachable, while crucially, retaining its heritage,
Our next task was to create a campaign that would start a movement, get the UK to plant trees to tackle the climate crisis and build awareness of the Woodland Trust’s role in the fight against climate change. Launching across TV, Radio, Social Out of Home and Print in January 2023, Plant More Trees directly addresses people who care about the impact of the climate crisis but don’t necessarily understand the role that trees have in tackling it.