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Woodland Trust: Plant More Trees
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Woodland Trust, the UK’s largest woodland conservation charity, has launched a campaign to fight the climate crisis. Created by Creature London, the campaign coincides with the charitable organisation's re-brand and repositioning, also done in partnership with the advertising agency. Woodland Trust appointed Creature after a competitive pitch at the end of 2021. Initially, the brief was to help the organisation develop a new brand positioning that allowed them to shift perception from a conservation organisation for the traditional and conservative to one that represents the wide variety of voices that want to combat the nature and climate crisis. The trust also wanted to grow its supporter base, reaching 3% more of the UK population and attract a more diverse audience. That new positioning, ‘Fighting for the health of people and planet with every tree’, firmly places Woodland Trust as a mass brand, speaking to a mass audience about a mass cause. It lives across every element of the trust's activity: habitat protection, ancient woodland restoration, reforestation, public access, and is a rallying cry for people to join them in the fight for a healthier planet. Creature then worked to develop a new Visual Identity for the organisation that reflected this new positioning. A distinct departure from their previous branding, the new VI embraces boldness, optimism and the energy required to combat the climate crisis while being inclusive and approachable.
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