The Brief//

Friends of the Earth (FoES) has been working for environmental justice in Scotland for the past 30 years, and although their identity has served them well, it was felt that there was little cohesion between the various materials they produced. There was also a major problem distinguishing the brand from Friends of the Earth in England. It was time to take a new look at the marketing and identity of the organisation. McConville Wellburn was approached to take a look at reinforcing the brand and help it come up-to-date to attract a new generation of environmentally aware supporters.

Solution//

We worked closely with a representative cross section of FoES employees and members to give a fresh look to the brand and consistency to marketing materials. An online campaign to encourage new members was centred around a campaign micro-site, and backed up with a DM and Poster campaign incorporating SMS messaging. New exhibition, presentation and leafleting materials were developed reflecting the vibrancy and power of the brand. Our work culminated with the new brand featuring a subtle saltire / voting motif with the new strapline and the launch of the website in November 2009.

Results//

The client was delighted with the results, and in the first few months of the new website there was a three fold increase on new members joining.