Elmwood Leeds

ABOUT

Drawing on deep and primitive reactions to help promote the influence and impact of women’s leadership in science, to ensure the sustainability of our beautiful planet.

The challenge
Women more naturally possess the personality traits that make up the best qualities for leadership, both in a professional setting as well as guiding all of us to a safer, more caring future
for our planet.

Homeward Bound aims to develop, nurture, and inspire women, via a journey to Antarctica, into more influential leadership positions in the fields of science and environmental professions, to be the catalyst for positive climate change. They needed a brand that would be easily identified, meaningful and unite, all women across the globe.

We were tasked with developing the brand definition and positioning, visual look and feel, brandmarks, posters, stationery, PowerPoint templates, printed comms, social activation and campaign ideas that would become a symbol of strength and unity.

We are talking to primarily two groups. Firstly, to women with ambition in science and environmental professions but also to male dominated working structures.

The insight
Humans of all nations have a deep and primitive reaction to symbols. At some level, they are universal and enduring.

The brand identity is based on the traditional symbols of masculinity
and femininity. We have created a new symbol that could overcome the preconceived notions of gender, and
the negativity those stereotypes have inherited. It is hand-drawn, and an
image everyone can recreate. It is a
brave, bold brand that looks, feels and acts like a global movement.

We developed a brand positioning and campaign line of ‘Mother nature needs her daughters’ to talk to the two sides of Homeward Bound’s brand: developing future women leaders and climate change activism. The notion of the brand, Homeward Bound is for women to reassert their position as the natural carers for our home; the planet.

The impact
Humans of all nations have a deep and primitive reaction to symbols. At some level, they are universal and enduring.

The brand identity is based on the traditional symbols of masculinity
and femininity. We have created a new symbol that could overcome the preconceived notions of gender, and
the negativity those stereotypes have inherited. It is hand-drawn, and an
image everyone can recreate. It is a
brave, bold brand that looks, feels and acts like a global movement.

In the words of the movement’s founder, Fabian Dattner, on the brand’s launch;
“I have now shown this to some 80 people. 
I kid you not, half were in tears. We all recognised, spine tinglingly so, that they had captured the symbol for a global movement. Like so many things connected to this project, which has now reached some 100 million people (and just this week went on line with the New York Times), the connection to the beautiful, savvy, clever, committed group of people who make it tick here, is simply perfect.

Date created: November 2016 2016-11-01T00:00:00+0000
Date published: 27 January 2017 2017-01-27T10:51:31+0000

MADEIT CREDITS

Contributor:

Elmwood has been a Contributor since 12th February 2016.

Invite x3

Our planet in our hands

*
*
*
*
*
*
*
*
*
*
*

Comments