Forests For All Forever
I led the global rebrand of the Forest Stewardship Council (FSC) to turn them from a certification mark into a loved symbol. According to a 2018 survey, consumer recognition of the new brand increased to 50% across all markets and FSC was the most trusted brand to protect forests.
The Brief
FSC is a mark that appears in many places in consumers lives but there had been little understanding of what it means and no emotional engagement in the value it brings. This lack of consumer recognition and demand threatened FSC’s business model. They needed an idea that could communicate what they stood for and lead to engagement with people and brand partners around the world.
The Solution
I turned FSC’s technical ‘chain of custody’ approach into a core brand idea, logo and strapline ‘Forests for all Forever’ that emotionally engages consumers. We developed a new visual language that used forest-dwelling animals to highlight the wood and paper products that we all use everyday and connected forests to the people, products and animals that depend on them.
My team developed a full visual identity, tone of voice and creative executions from a brand film to on-pack, POS, print and social media strategy and assets. These were made available in an online marketing toolkit, alongside guidelines for FSC network partners and license holders
Results
A 2018 survey in 13 countries by FSC and Globescan found that consumer recognition of the new brand was at 50% across all markets. More consumers rated FSC as the most trusted to protect forests (36%) compared to every other group.
See more: marketingtoolkit.fsc.org
