Although originally focused on species conservation, WWF now influences global policy making. It also leads research and undertakes huge environmental projects. ASHA was commissioned to strengthen the WWF brand on a global scale and portray the breadth of the organisation’s work.
The problem for WWF was that they were in danger of becoming like the Church of England. Everyone likes to have them around, but no one really knows what they are for.
Marksteen Adamson, Partner, ASHA
Our generative idea – World With A Future – resulted in our creation and articulation of a set of driving brand principles. These principles became the driving force behind our brand identity and the ten basic elements we created. Our Critical Thinking during each stage of the project enabled us to build a fully functioning practical asset bank. This bank has played a major role in helping WWF to build a strong and cohesive picture of who they are and what they do – whether acting alone or in partnership with others. By providing complete templates for key materials frequently produced across the network, the asset bank has also helped WWF to save time, money and resources.
Our work has helped WWF to build a strong and dynamic global brand.
Global conservation charity WWF-UK has attracted record-breaking donations in response to its re-launched supporter magazine…The ‘tiger special’ issue carried the organisation’s refreshed verbal and visual identity, which was originally created by branding agency ASHA.
Source: WWF-UK press release
ASHA took the challenge with great originality and sensitivity, and their work will help us connect our audiences to the vitally important work we’re doing.
Winnie De’Ath, Director of Brand Communications, WWF International
WWF has a presence in more than 100 countries, so the scale and diversity of our worldwide operation were at the core of this challenge. For the first time in our history we have a tool that will allow us to build an incredibly strong and cohesive global picture of who we are and what we do, and to connect with people and partners at an unprecedented level. Our Brand Guidelines will enable us to be clear and consistent in the way that we present ourselves, build on our reputation and ‘set the panda free’ to promote the broad range of issues on which WWF works.
Danielle Chidlow, Director of Brand Strategy, WWF International