As belts tighten and charities face a tough year ahead, the RSPB has launched a fresh identity with new brand positioning and messaging to highlight the important work it's doing. The overhaul by ASHA & Co takes the charity beyond the protection of birds, revealing its much wider mission.
The RSPB is a charity for the conservation of birds and nature, working locally in the UK and around the world. Its vision is a "shared world where wildlife, wild places, and all people thrive". But it felt its existing identity wasn't highlighting the scale and depth of its work, so it appointed ASHA & Co earlier this year to help shift the emphasis beyond bird protection towards "action for nature with a bird's eye view".
Given this important focus of the RSPB, the Cheltenham-based studio decided to centre the fresh approach around an "inclusive, people-led" call to action that reads, 'Nature in crisis. Together we can save it'. The positive message is full of hope and encouragement, aimed at people everywhere.
Looking closely at the detail, ASHA & Co crafted a bright blue 'wingspan' shape across the charity's communications – just one of the new brand devices on display. While the RSPB's iconic Avocet logo has been "lightly" modernised as part of the refreshed, along with new typefaces and other subtle features to help breathe new life into the identity. Accompanying photography adds to the 'people-led' approach, while the charity's colour palette remains but is modernised throughout.
"Our challenge was to help the RSPB reconnect with who they really are and give them the ability to communicate that sense of scale and detail, whilst carving out a new and authentic positioning within the worldwide environmental sector," explains Marksteen Adamson from ASHA & Co. "To do this, we worked with them to create a brand positioning that aligned with their corporate, strategic objectives. Alongside this, we gave them the tools, training and guidance to enable the RSPB to maintain consistency as the new identity is rolled out over time. It’s been an incredible experience to help this new brand take flight."
As part of the overhaul, the RSPB worked with Lovers to create a buzz around its new messaging. The video-first digital campaign adopts a much livelier tone than we'd usually expect in the conservation field. Inclusive and with a refreshing look at the movement, the spot contains a simple yet uplifting message: 'There are so many ways to save nature'.
It's a bold departure from what we've seen before, giving us an energetic and surprising take on what is an important mission for everyone. The 30-second video opens with a clear focus on the charity's view of the nature crisis, then emphasising collective action as the remedy. Featuring everyone from farmers to business leaders, the voiceover calls for "people everywhere" to find out how "all of us can be on nature's side".
Launched this month via owned and paid digital channels, the campaign clicks through to a new RSPB microsite, filled with inspiring examples of how we can do our bit to help. This content is also being rolled out to social media and other owned channels, including the RSPB's 'Notes On Nature' newsletter.