ABOUT

The Brief –
Wildlife and Countryside Link and their partners, such as RSBP and the Woodland Trust, were looking for design support on their new climate campaign, Wilder by Design. It calls on the government to ensure that new planning policies are ‘Wilder by Design’, including infrastructure elements designed to support wildlife such as sustainable drainage and bee bricks.

They needed our help to create a flexible design system that could be used easily by its multiple members and partners, which was also going to capture the attention of the legislative powers that be and encourage them to take action.

Concept –
The campaign’s ultimate goal is to urge people to react and ensure communities, landscapes and seas which help support wildlife recovery, climate resilience and improve our health and well-being are delivered.

As the target audience featured multiple parties (the general public, other nature organisations and most importantly the Government), the work needed to operate on multiple levels and appeal to all.

Execution –
Our first step was to conduct research into Wildlife and Countryside Links current assets and branding to see how it will tie into the campaign design. We also looked into the design of other relevant campaigns for inspiration and concepting.

Out of our findings we developed a comprehensive and flexible design system including a mark featuring the wildlife the campaign is trying to protect. We created comprehensive brand guidelines, social media templates and presentation and letterhead templates for Wildlife and Countryside Link’s communications with internal and external audiences.

Results –
The campaign has already been wildly successful, with multiple partners already taking the campaign in their stride and have posted their own designs using the system. They’ve shared that the mark is well-thought out and being able to adapt the system themselves has been incredibly helpful and the design is a refreshing break from the status quo.