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Colourful

People’s Trust for Endangered Species makes moves to raise awareness, supporter engagement and fundraising with new brand identity

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By Gillian West, Social media manager

July 1, 2014 | 3 min read

Conservation charity People’s Trust for Endangered Species has unveiled a new brand identity which hopes to increase awareness, supporter engagement and fundraising.

After realising it needed to present a friendlier and more recognisable brand to its non-scientific community of supporters the organisation engaged Colourful to help it establish a set of brand values which led to the creation of a new identity, tone of voice, illustrations, core leaflet and brand guidelines with the agency now working on the annual report and supporter magazine.

At the heart of the creative concept is the new strap-line ‘Bringing the wild back to life’. Jill Nelson, chief executive at PTES, commented: “When you rely on the public for financial support, as we do, any significant change in communications behaviour carries risk. Colourful has helped us really articulate who we are through the renewed brand identity and we are confident that our supporters will love it.”Emily Penny, brand consultant and founder of Colourful, added: “For many people, the prospect of losing British wildlife is hugely emotive. We wanted to tap into the sentiment attached to species like hedgehogs. Currently the charity is mostly supported by people in rural communities, but with the new brand there’s scope to attract a wider base of donors who care about these issues.”
To increase the urgency of the messaging a vibrant green banner has been placed within the logo holding the word ‘endangered’, this is re-purposed as a device in campaigns to remind audiences of the species at risk. Visual language and tone of voice has been developed in order to work on editorial content as well as fundraising campaigns with Colourful creating a toolkit of illustrative elements and graphic devices to work across a range of materials. Phillip Southgate, associate designer at Colourful, explained: “Our approach shows colour draining from or re-entering the environment, and the core look is very British to differentiate it from international conservation charities. We’ve created hand-drawn frames for photographic content to make them distinctive. It’s a style that will help the charity to be much more recognisable.”Colourful associate Hayley Cove created the illustrations with tone of voice guidelines and top level messaging developed by Reed Words. Mike Leach and James Burden created the website.
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