UK – The Woodland Trust has been rebranded by creative agency Creature London. The charity hopes its new visual identity will move its image away from traditional ideas of woodland conservation and engage new demographics in its eco-guardianship efforts.
The Trust’s new look embraces boldness and optimism, leaning heavily into activism and protest culture with slogans such as ‘Plant more Trees’ and ‘Let Our Streets Breathe’ featuring across its updated marketing materials. The Woodland Trust’s existing oak leaf logo in signature green remains and is complemented with an expanded colour palette of three core greens, and seasonal bright and dark hues. ‘We tend to get support from a group of people that look very similar,’ says Woodland Trust director of brand and communications Ruth Hyde. ‘But we already know from our research that there are something like 15m people who are committed and ready to act for the environment, [with a diversity] similar to the breakdown of the whole population.’
The Woodland Trust rebranding has been launched in a campaign across physical, digital and social media, including a tv advert narrated by British actor Tom Hollander.
Climate crisis anxieties are still high for many consumers. They want to feel optimistic about contributing to solutions and are looking for brands to step up and show them the way