Creative Strategist – Jess Willemse
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Landcare

New Zealand Landcare Trust works with rural and urban communities to establish sustainable practises in land management.

This rebrand positions Landcare is more approachable and friendly. They are honest, down to earth and hard working. Their core essence revolves around the mission statement of ‘creating action on the ground.’ 

NEW ZEALAND LANDCARE TRUST

 
 

We believe in creating action on the ground.

KEY ACTIVITIES – Brand Positioning & Strategy, Content Copywriting, Communications Strategy, Graphic Design  

 

 
 

 

PROJECT PROCESS

 
 
 
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Insight

As the leading trade industry in New Zealand, the tension between volume vs value is an increasing challenge for the agriculture sector. Reducing the impact that this sector has on our environment is the key cause of New Zealand Landcare Trust (an independent NGO).

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Opportunity 

New Zealand Landcare Trust works with rural and urban communities to establish sustainable practises in land management.

However the current brand and communications strategy did not resonate beyond government stakeholders.

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Presently designed from the inside-out, valuble information was being lost through industry jargon and disconnected communication systems.

The opportunity was to create a brand that resonates with rural and urban stakeholders, motivating them to be change agents for sustainability in their communities. This mission needs to be reflected in the brands essence, strategy and identity system. 

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Key Outcomes

The new Landcare is more approachable and friendly. They are honest, down to earth and hard working. Their core essence revolves around the mission statement of ‘creating action on the ground.’ 

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Deliverables for this project included:

– Revised brand positioning and mission statement
– New brand identity design system
– New communications collateral (digital and print)
– Brand guidelines
– Communications strategy relevant to key audiences

This was a self initiated project as part of my studies in brand design and strategy.