Originally focused on species conservation, WWF now influences global policy making as well as leading research, and undertaking huge environmental projects. Recognising the need for greater clarity in portraying of the breadth of its work, WWF also wished to strengthen its brand by bringing more consistency to its global presence.
After identifying the key challenges facing the organisation, ASHA formulated three main brand principles and created ten brand elements for visually expressing these principles. These elements included bringing the Panda to life by adding context and relevance, and creating graphic ways of separating science from emotion to help convey the extent of the WWF remit. ASHA went on to develop a number of flagship applications as well as a set of comprehensive guidelines and templates to help the organisation produce consistent and on-brand materials.
For the first time the organisation is developing a consistent face across the world. Its credibility has been enhanced, with the latest Annual Review included in the Graphis ‘Top 100 Annual Reviews’, and more staff have been employed in the call centre due to a greater response to donor mailings.
What we did:
- Positioning Expression
Tone of Voice
These elements included bringing the Panda to life by adding context and relevance to its use, a set of information graphics to represent the scientific contribution of the organisation, a photographic brief designed to inspire and engage, and adding value through a 'publishing' feel to the documents produced by WWF. Together, all ten elements created a clear framework for a strong and consistent identity. ASHA built a comprehensive online toolkit comprising 'ready made' templates, flagship examples and full brand guidelines for global use across the organisation.
Setting the Panda free.
To help the Panda stand for more than just a single issue, ASHA created a stencil out of the iconic Panda symbol. Using the stencil as a window into the many different activities and environments that WWF deal with, demonstrating the breadth of WWF’s work. By overlaying the stencil onto carefully chosen images of people, places and species, the Panda is freed to take its place as a guardian of the delicate and complex world we live in.
Reinforcing why WWF exists.
To help clarify and reinforce the work of WWF, ASHA created a boilerplate for branding all communications materials. The boilerplate contains the essence of the WWF mission statement along with the master Panda logo, and is a strong and clear statement of why the orgnanisation exists.
In order to demonstrate that everything WWF does has a purpose and value, ASHA created a ‘value tab’. For use on targeted communications, where a publication has a specific audience and/or a discrete message, the tab is used to support the main theme or message of the publication. It is also used as a place to gather important information and as a way of directing the reader to that information.
Creating an ownable graphic style.
WWF is a science-led organization with a very broad-based audience. To ensure their science-led approach is given appropriate emphasis, and to enable WWF audiences to understand and engage with the science quickly, ASHA developed a signature style for portraying scientific information. This gave WWF a consistent and ownable way to present their science to the world. The clear and distinctive style of these graphs, charts, diagrams, graphic illustrations and supporter product graphics will over time create brand recognition, strengthening and uniting our visual communications.
For numerical information it is helpful to use charts to bring these facts to life visually. ASHA designed several styles for charts and diagrams. With no one particular style being used throughout an entire publication, the document becomes visually richer and more entertaining.
Photography is one of the most powerful visual elements of the WWF brand so ASHA created a set of principles around its selection and use. Photography is judged on its potential to connect with WWF audiences by expressing a clear WWF opinion, being engaging and optimistic.
Finding stories that communicate relevance.
ASHA identified that stories move and motivate people, they help to put a human face on the science and practice of conservation and most importantly they help audiences to understand the importance of WWF's work. When combined together with relevant photography, stories make a powerful statement, creating relevance and engaging people with the WWF brand.
Owning a signature font.
ASHA recommended that owning a signature font would help to visually bring communication materials together and create brand association and recognition for WWF. The signature font allows WWF to emphasise words and statements and to create bold and impactful headlines.
The WWF font has a full set of families and characters
including international character sets for all languages.
Associate the brand with key issues.
With the need to increase the understanding of the breadth of the WWF work, ASHA used to the Panda to highlight key issues. Acting as a punctuation mark, the Panda emphasizes issues, statements or facts.
Creating a strong architecture for partnership.
WWF often work with partners to achieve their goals. During their audit, ASHA found that there were multiple ways of visually treating partnerships across the world, and that carried the risk of misrepresenting WWF's role. ASHA built a strong architectural system to clearly communicate the nature of a partnership relationship. The system is built on the principle that any relationship will always be described and that this descriptor will accompany the value tab on every publication.