It’s not new but it is not often used: branding for a time-bound campaign. The kind of branding used for temporary purpose. Forest & Bird did it recently for their Love Nature: Vote 2014 campaign. New Zealand’s largest independent conservation organisation wanted nature back on the political agenda. The future is more than jobs and economic resilience was the message, nature is part of it. Love of nature can have huge economic benefits so calculated Greenpeace last year. They modelled a clean energy future compared to a fossil-fuelled one: four times more local jobs were generated from clean energy transformation.
For this temporary campaign the organisation asked designer Marie Holdaway to make a visual identity to encouraging New Zealander’s to vote green.
Marie: “I developed an overall style that was modern, positive and down-to-earth that would portray Forest and Bird’s campaign accurately. For the logo I created vectorized flora of iconic New Zealand native plants to create a whispy, delicate pattern. I used bold and legible typography that would carry across different platforms well. The two main colours are the Forest and Bird brand colours.”
She chose the icon of the country, the Kiwi. The symbol that goes beyond nature.
The choice had another reason. The corporate logo also contains also the recognizable Kiwi:
After developing the logo and overall style, Marie designed many different assets for the campaign, see below.
This temporary campaign is a good example of variations on a theme. An identity is not just one way to go, there are many variations. Forest & Bird shows that they are open-minded and creative.