Amid political turbulence and growing scepticism around climate action, our global conservation NGO client needed to reassert its voice in a crowded category. Once a trailblazer, its brand and comms approach had become standardised by its peers, making it harder to stand apart and tell a clear brand story. To lead the next iteration of the brand, we needed to redefine its role within the conservation movement.

We mapped the future of conservation through deep, cross-market research with donors, grassroots partners, policymakers, and indigenous communities. Alongside stakeholder interviews, an employee quant survey and a semiotic category audit, we uncovered how attitudes and expectations were shifting, and where the organisation could lead with renewed clarity. 

The work defined brand proposition, positioning and personality - capturing the essence, direction and benefit of an organisation with hundreds of projects globally, and uniting a complex stakeholder group. Alongside this, we delivered an engagement strategy for key audiences and a creative brief to reframe conservation from a cost to a solution.