FutureBrand Australia launches a compelling new brand identity for Bush Heritage Australia
Bush Heritage Australia, a leading not-for-profit conservation organisation that protects ecosystems and wildlife across the continent, was created in 1991 by former senator Bob Brown by saving two rainforest blocks in Tasmania. Today it owns 1.2 million hectares of nature reserves and helps to manage millions more hectares of land across Australia with partner organisations and Traditional Owner groups.
The strategy and identity created by FutureBrand aligns the Bush Heritage brand with delivering on its ambitious 2030 strategy of deepening and doubling the organisation’s impact before the end of the decade. FutureBrand’s remit included research and analysis, brand immersion, brand strategy, identity and experience.
We recently celebrated 30-years of returning the bush to good health, and we are committed to deepening and doubling our impact by 2030. What better way to mark this exciting period of growth than with a refreshed brand that honours our history, and looks towards our future. FutureBrand has done a fantastic job of capturing our spirit and reflecting our vision of a healthy country, protected forever.
Heather Campbell – Chief Executive Officer, Bush Heritage Australia
Bush Heritage and FutureBrand explored the organisation’s ways of working to redefine the brand’s values and establish the brand strategy. The insights gained from FutureBrand’s ‘inside-out’ approach inspired the new brand identity and focus on enabling the organisation to reach more people, more effectively.
Bush Heritage’s close work with Traditional Owners, using right-way science, traditional Aboriginal knowledge and Western science to protect and restore millions of hectares of land also played a pivotal role in FutureBrand’s work.
FutureBrand Australia has donated more than $100,000 in pro-bono fees, as the company’s partnership with Bush Heritage represents its commitment to making its brand transformation services available and accessible to non-profit organisations.
Our commitment to transforming brands so that businesses grow is always at the forefront for us, whether we’re working with our not-for-profit or for-profit clients. Knowing the real impact that Bush Heritage is having on Australia’s natural environment and native species – and delivering work that will enable Bush Heritage to scale sustainably for generations to come – makes our team feel particularly motivated to take on this vitally important work.
Rich Curtis – CEO, FutureBrand Australia
The new identity is effective immediately and the next phase of work will include a website redesign, anticipated to launch in late 2023 and a national ad campaign that will roll out in May.
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