Uniting a Charity's People: A Brand Mission Revival
In the world of branding, it's common for design studios to focus on external-facing projects, aiming to captivate consumers and stakeholders. However, the Woodland Trust dared to challenge this norm, embarking on a journey to reconnect with its own people.
Despite being a renowned conservation charity in the UK, the Trust discovered a surprising issue: its brand, though trusted externally, was misunderstood by its dedicated staff. This realization sparked a mission to unravel internal complexities and reignite a sense of pride and purpose from within.
The 'Us' Factor: A Human-Centric Approach
Cubic, the design studio entrusted with this task, crafted a campaign centered around the concept of 'Us'. This warm and personal initiative aimed to reintroduce the brand to its employees, fostering a sense of shared responsibility and strengthening the bond between internal culture and public support.
Cubic's audit revealed a brand that, internally, had become convoluted and distant. It was seen as the domain of the marketing team, with staff feeling disconnected from the strategy. For a charity reliant on recognition and donations, this posed a significant challenge.
Unraveling Complexity: A Strategic Reset
Cubic's journey began with a comprehensive brand audit, engaging with teams across the organization to identify the root causes of the issue. They found that overcomplicated language and abstract terminology were causing confusion, with staff craving a clearer understanding of their role and the brand's strategy.
Managing Director Oliver Bingham explains, "It was clear that the issue wasn't with the visual identity, but with comprehension. Staff needed to feel a deeper connection to the brand's strategy."
Many staff members viewed 'brand' as a separate department, leading to a disconnect between recognition, support, and donations. Oliver adds, "There was a gap in understanding how the brand informed and directed culture. It was seen as just a logo, colors, and photos, rather than a living, breathing entity."
Humanizing the Brand: Illustration and Animation
To tackle this challenge, Cubic worked closely with the Trust to simplify and redefine the brand's strategy, using more familiar language and stripping away abstract terms. The goal was to create a solid foundation that would support creative expression.
The campaign's name, 'Us', became a signpost for the desired behaviors and mindset. Cubic wanted to humanize the brand, so they collaborated with illustrator and animator Con McHugh to bring the concept to life. McHugh's work adds warmth and approachability, expressing emotions and ideas around community, growth, and focus in a simple and relatable way.
Oliver shares, "Illustration was the perfect choice as it could simplify complex ideas without losing their essence. Animation further brought these ideas to life, allowing us to connect abstract themes back to the Trust's core purpose."
Launching with Impact: A Tangible Experience
To ensure a powerful launch, Cubic created a bespoke book, sending it to every employee. The book was accompanied by a film voiced by staff from across the UK, showcasing a diverse range of voices, accents, and tones. This choice reinforced the campaign's message that pride and responsibility are shared by all, not just a single team.
The film, a blend of graphics, footage, and animation, tells a compelling story about the impact of brand understanding on public trust and donations. Every creative decision was made with motivation in mind, avoiding a lecture-like tone. Small details, like pairing woodland shots with staff portraits, subtly emphasize the inseparable connection between people and place in the Trust's mission.
Measuring Success: Early Signs of Impact
Internal campaigns can be challenging to measure, but early feedback suggests the message is resonating. Oliver notes, "We've received positive responses, with more staff members reaching out to ask questions. This shift in engagement was one of our key objectives."
The campaign is also being utilized as an induction tool for new starters, ensuring a solid understanding of the brand from the very beginning.
A Long-Term Vision: Keeping 'Us' Alive
Cubic and the Trust have developed a long-term plan to sustain the campaign's momentum. The goal is to make 'Us' a constant presence, not just a one-time push. Oliver emphasizes, "It needs to be an ongoing effort, a tap that keeps flowing."
The Trust is already planning follow-up activations, aiming to make the brand feel open, democratic, and truly shared. This internal project has the potential to have a far-reaching impact, repositioning the Woodland Trust as an organization where every person understands their vital role in building recognition, familiarity, and support.
In the charity sector, where public trust is paramount, this internal brand revival could prove to be a powerful asset, potentially surpassing the value of any external campaign.
