WILDERNESS SOCIETY
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BRAND POSITIONING
THE PROBLEM
The Wilderness Society was approaching 40 and showing its age.
Mainstream audience analysis showed the brand was invisible and irrelevant. When people did engage, they were quickly alienated
by the greenie vibe.
The brand needed to be repositioned to connect and become relevant to a mainstream audience.
OUTCOMES
Alter developed a responsive, life-filled brand mark that took its inspiration directly from the Franklin.
The river that The Wilderness Society was founded on and saved.
Elegantly simple and responsive, the design idea was also
a deft move in terms of stakeholder buy-in.
THE SOLUTION
Position The Wilderness Society so its work is relevant to people who do care about the environment, but from a self-interestested,
humanist perspective. Not a biocentric one.
LIFE . SUPPORT, the new tagline, expresses an essential truth that takes activism to the mainstream:
We need to support life because life supports us.
Tagline sorted, now we needed a new identity and design system.
That's where regular collaborators, kick-ass design studio Alter,
came to the rescue and nailed the brief.
“This is a smart redesign that opens up the interpretation
of what this organization does beyond plants and platypi."
