In 2018, we helped bring cohesion, centralisation and accessibility to the global brand guidelines for the world’s largest conservation organisation.
Working in close partnership with the WWF International Brand and Comms team to review and develop every aspect of the brand – from typography, colour and logo usage to tone of voice and application; developing easy to use guidelines for each.
With a digital-first mindset, we tackled colour, font, layout and the iconic WWF panda logo, refreshing and reinvigorating the core assets of the WWF Brand.
It was our privilege to work with one of the world’s most recognisable logo marks, embracing its iconic status as an opportunity to create a textural stencil treatment.
The primary colours are, of course, WWF Black and White; channeling the brand’s design values of cleanliness and confidence.
We reduced the noise by refining the existing supporting colour palette to be used either in combination or contrast. Inspiration was drawn from the wonders of the natural world.
One of the biggest roles the brand guidelines had to perform was as a recognisable jumping off point. Countless global and regional campaigns have been created with the core identity as their backbone, drawing public and political attention to some of the world’s most pressing concerns.
The ability to publish consistent publications to ensure that WWF’s work is communicated as clearly and effectively to their audience is key, maximising their engagement.
We supplied a comprehensive set of guidelines and downloadable templates to WWF. The guidelines incorporate the WWF Grid System, WWF Box Logo, typographic guidance, layout options and hierarchy – whilst honouring WWF’s tone of voice.
Bonnie Chia, Head of Brand, WWF International
We introduced an online WWF brand portal, through which WWF teams around the world gain access to branded assets and useful support on implementing the brand system.
The success of this essential tool can be measured in its 5+ years of active use across the organisation.
The success of the brand guidelines project and knowledge accrued by the Playing Field team positioned us perfectly to understand the communication needs of WWF campaigns whilst ensuring brand consistency, both visually and strategically.
In the years since we have produced campaigns and content for the Living Planet Report, both the biodiversity and climate change COPs – COP15, and COP27, Earth Hour and most recently Think Deeply for WWF’s No Deep Seabed Mining campaign.
We’re proud of where this work has taken us and proves that deep understand can lead to longstanding collaboration.
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