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Leithal Thinking Brand & Marketing Consultancy

Tackling Scottish wildlife

  • Scottish Wildlife Trust

Tackling Scottish wildlife

Scottish Wildlife Trust are responsible for wildlife across the whole of Scotland.

Due to the nature of the clients we’ve worked with over the last few years, we’ve been fortunate to produce a long string of projects in the environmental and government sectors that have enhanced our sustainable credentials. Emotively, it’s deeply satisfying and rewarding work and an area where our skills can be seen to have a genuinely positive effect.

The Scottish Wildlife Trust (SWT) are a membership based charity with activity focused on its 123 reserves and a conservation of wildlife outwith these designated sites. They are committed to increasing access to, and enjoyment of, nature across all of Scotland. It is doing great work, not talking about it, which presented us with a great story to tell.

The existing identity did not reflect how people saw the organisation, its energy and passion or the experiences it offered. By immersing ourselves in their work, interviewing and running workshops for staff and key stakeholders, segmenting their database and conducting research with current and potential members we were able to capture this in the promise ‘Passionate about Scottish wildlife’ and a new SWT identity.

Tackling Scottish wildlife

The new identity celebrates the work of the trust.

The new identity is an amalgam of many elements. It visually illustrates that SWT work to protect many different things and it makes them the hero, communicating that SWT exist to protect and preserve all of Scottish wildlife. The identity creates a ‘camouflage’ of the natural habitat and landscape of Scotland, moving away from mountain and glen to differentiate them.

Tackling Scottish wildlife

One of the special projects.

Within the mark there is something for everyone to care about, own and recognise. The beaver for example, represents the work that The Scottish Wildlife Trust and the Royal Zoological Society of Scotland have undertaken in reintroducing beaver families into the Scottish landscape. Whilst the Scottish primrose (Primula scotia) represents the preservation work for the coast-loving, tiny flower, that grows only in the far north of Scotland.

The iconic elements of the identity represent the rich diversity, collection and experiences of Scotland’s wildlife. It is an amalgam of some of Scotland’s finest fauna and creatures, bringing them together under one banner. It tells the story of Scotland’s wildlife, celebrating its vitality and importance.

The flexibility of the identity comes to life in application across the Trusts communications, moving from messaging to stimulating conversations, with a clear focus on the experiences that can be enjoyed through the Trust. It’s more involving and allows people to show their wild side. The aim is to build a community committed to preserving and enjoying Scotland’s unique wildlife.

Tackling Scottish wildlife
Tackling Scottish wildlife
Tackling Scottish wildlife
Tackling Scottish wildlife

Services

  • Brand positioning
  • Brand identity
  • Brand communications