ABOUT

Strategic charity branding to modernise a chartered member body leading the way in global insect science.

About the client:
The Royal Entomological Society is at the cutting edge of insect science. It’s a global network of professionals, students and enthusiasts from a variety of backgrounds and with multiple talents who all share a passion for insects. They promote research, provide funding, offer advice and connect people, to help us understand insect impacts on the planet, and enrich the way we all live. The Royal Entomological Society is here to support everyone fascinated by insects, from biologists, chemists, ecologists and geneticists, to artists, educators, enthusiasts and children of all ages.

Situation:
The Royal Entomological Society was founded in 1833 as the Entomological Society of London. Since then, the Society has built up an enviable reputation for the breadth and quality of its knowledge, and support to the entomological community. But their old brand didn’t reflect the progress and evolution of the organisation, their global network or their welcoming inclusivity. They needed a modern, thoughtful, dynamic new brand which people can connect with, a brand that embodies their passion for insects and insect science. A new brand, but one that clearly retains the values, equity and heritage of the old one.

Outcome:
A warm and inviting, yet bold and visually arresting new brand was created and rolled out. It brought together stakeholders, supporters, professionals, academics and enthusiasts into one cohesive, inclusive organisation open to everyone. It reflected the variety and vibrancy of the teeming insect world, and the essential work that the Society does in supporting it, by encouraging biodiversity management, crop protection and disease prevention.

Impact:
The biggest compliment in landing the brand is acceptance and support from the member community. The rebrand was well-received when, without due care, it could easily have missed the mark.

Revenue has seen a 48% growth since the strategic rebrand, along with a membership growth of over 40%.