"This isn't about conservation."
From our very first meeting with Derbyshire Wildlife Trust, the scene was set. Their mission isn’t about protecting nature - that’s too passive. Too late. This is about recovery. The real, urgent need to grow a wilder Derbyshire. For the livelihoods that depend on it. For the communities that thrive on it. And for the wildlife that needs its home back. They were bold, energetic and unapologetically ambitious - and were in need of a brand to match.
Disciplines
Brand identityTone of voiceStrategic consultingCopywritingGraphic designPrint managementAnimationContent marketingWilder by nature.
Three words that say so much more. A statement capturing that infectious energy. An articulation of the collective promise to our beloved Derbyshire. And the spirit of a brand evolution designed to inspire belief, spark conversations, and turn a vision into action.
A brand identity with a wild side.
The style isn't shy. It's bold, bright, and a little wild around the edges. At its heart, the sculptural shape (inspired by an aerial view of a spot in Derbyshire) twists and turns to create endless graphical stamps. The font is dynamic - flexing and scaling to amplify impact. And the colour palette brings a splash of the unexpected - bright pinks, purples and yellows contrasting against the earthier primary colours.
The wild ones.
People will lead nature’s recovery. So we honed a visual style that feels accessible, grounded and real. Placing people at the heart of the action, alongside the landscapes they’re living in, working in and helping to restore. The imagery set captures genuine moments of care, connection and momentum. And feels authentic, energetic and full of purpose.
Purpose in every pixel.
The brand elements come together to create a passionate, authentic personality. The tone of voice is assured-but-conversational, reflecting the Trust’s approachable, passionate spirit. The design system is flexible and easy to build on, providing the in-house team with the confidence to deliver and grow the brand with confidence. At its heart, this project was about more than just refreshing the look. It was about igniting a movement for connection, collaboration and action.
They got us completely.
We’re absolutely delighted with our new look, it captures who we are and where we’re going perfectly. It was an absolute joy to work with the team: they took the time to truly understand us, challenged our thinking in all the right ways, and went above and beyond to deliver a brand we’re genuinely proud of.
– Dr. Jo Smith, Chief Executive, Derbyshire Wildlife Trust
