Contributed by Thom Newton of London-based Conran Design Group.
Established in 1987, the Whale and Dolphin Conservation Society (WDCS), is the leading global charity dedicated to the conservation and welfare of all whales and dolphins (also known as cetaceans). In short, they are the world voice for the protection of these animals, creating pressure to bring about change.
They defend these remarkable creatures against the many threats that they face by taking money raised and pumping it back into campaigns and projects across the globe that have a real impact.
Conran Design Group (CDG) has launched the society’s new brand identity at the charity’s new website, whales.org, and via a film created by CDG with music by Zero 7 and supporting illustration style by Sarah Maycock.
CDG created the new brand to reflect the beauty and majesty of the animals and so inspire people to get involved with the organisation; as donors, supporters or volunteers.
The new identity is based around the iconic imagery of the whale tail or ‘fluke’. The symbol acts as both a universally recognised reference to whales and dolphins and as a practical device to highlight messages or a call to action.
“We are 25 years old this year, and it was time for us to move our brand to the next level. We needed a brand that would raise our profile further, to existing supporters and new audiences alike. From the outset CDG had a grasp of who we are and what we wanted to achieve with this rebrand. They helped us identify the best ‘core’ elements of the organisation. Just as importantly they challenged our preconceptions and gave us ideas and approaches that really made us think.
“Armed with this insight they then helped mould us into a credible, modern NGO with a clear identity and message,” he said. “This is crucial for WDC; to get ourselves and our messages across, not just to the public, but to the decision makers. This will help us grow as an organisation and to do more good work. CDG have effectively done their bit to help save more whales and dolphins.”
— DANNY GROVES, WHALE AND DOLPHIN CONSERVATION
“We were approached by Cake, a sister company in the Havas Worldwide network. The request was straightforward. ‘We work with The Whale and Dolphin Conservation Society, they need a re-brand to better engage supporters and donors, can you help?
“We got involved because it sounded interesting. We got inspired because we got closer to the issues and closer to the team at Whale and Dolphin Conservation. We admired their commitment, passion and positivity and ultimately became committed to doing what we could to help.”
— THOM NEWTON, MANAGING PARTNER, CONRAN DESIGN GROUP
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