Born Free is a leading wildlife charity that campaigns to end the exploitation of wild animals in captivity and promote compassionate conservation to enhance the survival of threatened species.

We were asked to rebrand the charity to refresh its image across all marketing collateral. So central to the charity’s history and mission, the image of Elsa the lioness needed to be retained in the logo but given a fresh, modern approach. We then ensured the charity’s values and ethics carried through into every piece of artwork designed.


Our team used refined lines and contrast to create a logo with real impact, that can be reworked into various monochromatic versions. Born Free’s new visual identity is bold, clean and contemporary in style to communicate a sense of gravitas and approachability. It was designed to resonate with current supporters, as well as appealing to the next generation of animal campaigners. Stunning wildlife imagery combined with a bold typeface are now intrinsically linked to Born Free’s visual identity.


Born Free’s branding was adapted for all merchandise, including T-shirts, bags, mugs, coasters, accessories and gifts. Designed to appeal to a wide audience, the icons and images aim to strengthen engagement, create a desire to own, and prompt support.


Responsive, engaging and intuitive – these were the guiding principles behind the design of Born Free’s new website. The latest UX and UI design concepts were combined with visually stunning artwork to maximise visitor impact.


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