Born Free is an international wildlife charity whose mission is summarised by one simple directive: Keep Wildlife in the Wild. Its task is an ongoing one, so to help its cause, the organisation needed an increase in global awareness, engagement, and ultimately, income.
Elsa the lioness’ story is key to the genesis of Born Free. It was her journey to freedom, captured in the 1966 film ‘Born Free’, that gave the charity its name and persuaded its stars that wild animals were not put on this planet for the amusement of humans. So central to Virginia McKenna OBE, Bill Travers, and their son Will’s vision for Born Free was Elsa, that it was essential her likeness was retained in the logo going forward.
To create its new logo, PMW worked closely with Born Free, taking into consideration the brand’s values and history. From the starting point of the existing logo, we reinterpreted it from a modern perspective, using refined lines and distinct areas of light and dark to create a logo that makes a strong impression in both of its monochromatic versions.
The result was a bold, clean and contemporary logo that communicates the gravitas of the charity as well as its open, friendly approach. It retains a link to Born Free’s past while speaking to its vision for the future, thereby maintaining familiarity with its current supporters as well as appealing to the next generation.
The redesigned logo was unveiled as part of Born Free’s new website launch in 2018, and now features throughout their marketing collateral and merchandise.
Born Free wanted to redesign its existing website in line with its new branding, and create an engaging user experience to attract a wider audience of supporters.
Using stunning wildlife imagery, expertly written content and an SEO-optimised platform, PMW created a user-friendly and professional website that positioned the charity as a leading expert in animal welfare and conservation. Visitors to the website are now encouraged to take action through donations, subscriptions, petitions and letter writing.
Following its launch, the charity recorded an influx of donations and adoptions.
In a world where a call for change can be drowned out, the need to be heard is paramount. When Born Free approached PMW, our job was clear: to hand it a megaphone.
Aiming to promote it as the foremost respected voice in wild animal protection and conservation, we opened up the charity’s lines of communication to a global stage, and adopted a proactive strategy. Using our extensive contacts, we channelled news of Born Free’s achievements through the press, thereby putting it on the front foot.
The result was a wider audience for Born Free, an increased awareness of its cause, and an upsurge in support.
In 2017, PMW worked with Born Free to create a truly unforgettable charity fundraising event – Beyond the Bars. The event took place in the Royal Horticultural Society’s impressive Lindley Hall, and among the 350 guests were patrons Joanna Lumley, actress Rula Lenska, and the charity’s founders Will Travers OBE and Virginia McKenna OBE.
Our designers worked with a video production team to create an animated wildlife video, displayed as a jaw-dropping 40ft-high projection.
PMW helped project manage the night, directing the venue set-up and pulling together the various stakeholders and assets, including a live performance from West End singer, Margaret Keys.
Speakers were accompanied to the stage by a life-size elephant puppet operated by puppeteers from the Michael Morpurgo play, Running Wild. The centrepiece of the night was a live auction, with attendees outbidding each other for some exclusive items.
Beyond the Bars was a great success for Born Free, with a substantial amount of funding raised.
When Born Free approached PMW, our job was clear: