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.

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.

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.