Introduction

This case study examines a poster campaign for a rewilding garden charity, focusing on the challenge of creating impactful visuals with a limited brand identity. The campaign aimed to inspire and engage the public to support rewilding their gardens for wildlife.

Challenge

BLUE Campaign had a limited brand identity, lacking strong visual assets or a well-established brand image beyond their main image - a blue heart. Creating a visually compelling poster that effectively communicated the campaign message while adhering to brand constraints was the primary challenge.

Objectives

• Develop a visually striking poster that captures the essence of rewilding gardens in Britain.

• Communicate the benefits of rewilding for wildlife and the environment.

• Inspire the public to take action and create wildlife-friendly spaces.

• Create a powerful poster that appeals to the client and the various target audiences, whilst being able to translate well in print.

Strategy

To overcome the limitations of the existing brand identity, I focused on creating a visually impactful and emotionally resonant poster that touched on nostalgia and being regionally accurate with the assets. 

The following strategies were employed:

• Visual Storytelling: Instead of relying heavily on brand elements, we opted to tell a compelling story through imagery. A powerful photograph of a thriving wildlife garden became the centrepiece of the poster.

• Minimalist Design: A clean and minimalist design approach was adopted to avoid clutter and distractions. This allowed the imagery to take centre stage.

• Emotional Appeal: The poster aimed to evoke a strong emotional connection with nature and wildlife. The copy focused on the positive impact of rewilding gardens on both people and the environment.

• Clear Call to Action: A prominent call to action encouraged the public to visit the charity's website for more information and to get involved, provided by the copywriter (client).

• Colour Palette: A carefully selected colour palette was used to reinforce the campaign message and create a visually pleasing aesthetic.

Execution

The poster design incorporated elements of local flowers, wildlife and birds to showcase what are fading from our British gardens. Inspired by watercolours and famous, nostalgic childhood books surrounding wildlife, faeries and nature, which remained the primary visual element, with minimal text. The charity’s logo - a blue heart - was adapted to reflect the watercolour theme. A QR code, to their website, was subtly but carefully placed so not to overpower the design and direct viewers towards it   

Results

While the campaign has not entered local garden centres yet, numerous positive comments and testimonials were received. Highlighting the poster's ability to inspire and motivate people to take action, from the client.

The design has successfully depicted the charity's work and encourages support for rewilding gardens.