BirdLife International is the world's largest nature conservation partnership. With a pool of over 100 partners worldwide, it strives to conserve birds and their habitats, protect global biodiversity and work towards a sustainable use of natural resources.
BirdLife International approached us to name, brand and launch a new service which will deliver a new, collaborative way of tackling global conservation issues.
With a support network and resource hub at its core, the new service links up conservation efforts with experts, such as accountants, designers and lawyers, matching knowledge and resources so people can work together to help create a better future.
We started with research. As part of the yearly Global Leadership conference, we facilitated a workshop with over 30 leaders from across the BirdLife network to gather vital insights. We used an interactive presentation system to collate real-time data, creating an engaging session where participant’s live reactions led the conversation.
This helped us to sense check our findings, define the audience and benchmark expectations against existing brands.
With the results gathered, we delivered our report of findings, which became the basis of the brand. From here a vigorous naming and strap-line process began, and Hatch was born.
We work with a range of talent to share knowledge and expertise to ensure the right results for our clients, and this project was no exception. We collaborated with our friends at United by Design throughout the project, working closely with them to specifically develop and deliver a survey, workshop, naming and brand identity. This lead to United by Design working on a range of deliverables including the design and development of the Hatch website, which forms a centralised location for all information and resources for global partners to be connected.
We created a plan to manage all aspects of the project to ensure a smooth and successful launch and to make sure all audience touch points were taken into consideration across a variety of channels, from social to print. We complemented this with brand guidelines and usage guides to ensure global partners had the resources to independently roll out the brand. We also created a suite of motion graphics and animations to help build a narrative around the initiative, with a range of bespoke illustrations to ensure the brand stayed distinctive.
The campaign ‘hatched’ in October 2020 and was an immediate hit, with social media engagement doubling within the first week. The instagram posts are among the most liked and viewed posts Birdlife International has received to date.
From initial concepts to a full brand roll out, Hatch has been developed to be an ever-growing and evolving brand to keep up with the demand and needs of the service for longevity.
Our relationship with BirdLife International continues to grow as we drive the project forward and Create Good Trouble with a lasting effect.