Wildfowl & Wetlands Trust



Brand purpose and activation

We worked with WWT, the wetland restoration charity, on a new, vibrant and optimistic brand and purpose to help restore and unlock the power of wetlands.

The UK is losing wetlands at a staggering rate. 87% are gone, and much of what is left is in danger. We aim to create a movement of one million people taking action for wetlands through this rebrand.

When considering WWT’s new brand purpose, we knew that people don’t want another unsolvable problem in a world rife with challenges. Instead, they want a solution and they want to be part of it.

With this in mind, we developed the brand purpose, to restore wetlands and unlock their power, with optimism and direct-action front and centre.

The brand idea of Wetlands Are The Way mirrors the optimism in the purpose. It champions wetlands as that rare and special thing: a natural solution to our greatest challenge and the path to the future we can all rely on.

In order to stand out in a saturated conservation charity market, we created a bold yet authentic new brand identity.

We updated the existing, much-loved icon into a more confident version that is better adapted for digital. Pairing with impactful photography that submerged itself within the weird, wonderful and unexpected worlds of wetlands. We also worked with illustrator Jo Strangford to create and print illustrations that captured the textures and personalities of wetland wildlife.

All of this was tied together with a tone of voice with attitude and action at its core – along with a bit of provocation and wit where needed.