Following the merger of two national bird conservation organisations, our in-depth research identified a clear positioning for the new BirdLife Australia brand, while establishing a solid foundation from which to develop this new body with a more contemporary feel.
Formed from the merger of Birds Australia and the Bird Observers’ Club of Australia, BirdLife Australia is dedicated to achieving outstanding conservation results for Australia’s native birds and their habitats.
To unite and align two national conversation organisations, and their associated affiliates, under the one banner, as part of an organisational merger process. With an aging core membership, this also involved modernising the brand to provide greater appeal to a younger market.
Fresh initially undertook brand research that uncovered critical outcomes that needed to be considered, these being to create brand awareness and salience with key target audiences, and then to position the organisation for membership growth through, and beyond, the merger.
On the wings of these consumer insights, strategy was developed that involved a new brand architecture, new positioning line – “birds are in our nature” – and new corporate identity.
As part of this, the iconic bird brandmark was designed to reflect BirdLife Australia as a positive, open-minded and contemporary organisation focused on the science, education and conservation of Australia’s vast array of bird species.
With a new name and brandmark following the merger, it was also important to develop a website that would enable BirdLife Australia to showcase its work and connect with members, supporters and volunteers.
Additionally, the development of a comprehensive style guide, as well as user-friendly newsletter and document templates, enabled BirdLife’s branches, groups, reserves and observatories to present the brand in a consistent manner, no matter how remote their location.
“Fresh Brand helps BirdLife Australia take flight: It was a pleasure to work with the skilled and insightful Fresh Brand team to do a comprehensive rebrand, merging two organisations together in an extremely short timeframe. For the first time in our 100 year history, we look like a strong, unified, expert conservation organisation.”
Jennifer Sutfin – Communications & Web ManagerBirdLife Australia