American Bird Conservancy
American Bird Conservancy hired Owen to reposition their brand, emphasizing both inclusivity and category leadership. This work aimed to get both birds stoned at once.
Leadership in action.
We started by establishing the values that our brand should stand for. These values were drawn from the qualities that a good conservation leader should seek to display and acted as the foundation for every creative decision in the brand.
The point really is, “birds.”
Our work created opportunities for American Bird Conservancy to center birds as the stars of the show. The relationship between habitat and bird life takes center stage as American Bird Conservancy steps into its role as the leader in bird habitat conservation.
A bird of many tunes
American Bird Conservancy has many audiences to address; sometimes all at once. With the overarching Brand Voice established, we further defined the brand’s Tonal qualities to speak to each audience. We identified communicative tactics and strategies that would appeal to each audience without interfering with the brand’s appeal to the others.
Getting our song straight.
Having established the above Values, we identified the vocal attributes that would give American Bird Conservancy the flexibility to appeal to multiple audiences while still coming across distinctly as a leader in bird habitat conservation.
I was privileged to work and occasionally mutiny alongside Bryony Redhead. Laura Stull made the work smarter, and Dylan Haigh convinced us not to fling ourselves needlessly from the nest.