GOING ALL OUT FOR A PRESTIGIOUS WILDLIFE CHARITY
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.
We started our relationship with Born Free on a complete rebrand project. This involved creating a new logo, website, and marketing collateral. Since then we’ve promoted the launch of the new brand, and continued to support Born Free with PR, social media, design, advertising, SEO and PPC, and event management.
A logo with the
strength of a lioness
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.