Brief
The client was looking for a name that embodied their story, vision and values and also spoke to their ethos as impactful, agile, and creative. As a female-led organisation, they wanted to clearly signal that they were doing things differently by fighting to transform global food production and end the destructive role of the meat industry in climate change. They wanted a name that felt more akin to a creative agency than a traditional NGO.

While they had already aligned on a clear vision statement this needed to be fleshed out into a full brand strategy that could support the creation of their visual identity.

Process
The process started with an in-depth audit of the company’s business plan, and vision documents and with 1-1 interviews with the three founders to fully understand the organisations ‘why’ and road map. Research was also done on direct competitors and the wider environmental charity space to get a clear picture of where the brand needed to be positioned in order to achieve the feeling of a movement and stand out the founders desired. 

Next came a collaborative ‘name-storm’ workshop to really interrogate the values and messages the leadership team wanted to convey with the orgainsations name. Leading on from this I produced a response strategy that gave landscape analysis, new name concepts routes, brand architecture and brand story ideas. 

Finally, from a very long list of potential names, we narrowed this down to 4 potential options, and after testing these with relevant stakeholders and key audiences, a final name, proposition and brand story was decided and a set of brand guidelines were produced.

Deliverables
Name, brand strategy, brand story, audience personas

Strategy: Liz Workman
Naming consultant: Cecilia Martin
Copywriter: Lex Courts
Design: Lee Belcher, B.A.M London