The Pelorus Foundation
Giving a charity a brand identity of its own.
Helping The Pelorus Foundation create a strong brand identity that stands out from its partner, Pelorus Travel.
The challenge
The Pelorus Foundation supports people and communities working to protect the world's wildlife and wild places. It shares its name and roots with Pelorus Travel, so it needed an identity that was clearly its own.
The team had huge passion and plenty of ideas. What they needed was to simplify their messaging into something real and tangible for the people they wanted to reach.
The solution
I worked with Head of the Foundation Justine Williams and her team to build a brand framework from the ground up.
Find the ambition. A vision and mission that capture the change the Foundation wants to see, and the role it plays in making it happen.
Show how it works. Four pillars that explain what the Foundation does: protect, preserve, promote and provoke.
Define the character. Values that shape how the team behaves: courage, collaboration, determination and defiant optimism.
Know who to talk to. A clear picture of its target audiences, from travel businesses to private individuals.
The results
The Foundation now has a brand that stands on its own two feet, with a clear purpose and a voice that's distinct from its travel partner.
Its vision, mission and values give the team a shared sense of what they're working towards and how they go about it. And with new About us copy, they can explain who they are and why their work matters in a few simple, confident words.
“Emily brought fantastic skills to our charity team, challenging us to not only think outside the box, but also help simplify our messaging into something real and tangible for external audiences.”
Justine Williams, Head of The Pelorus Foundation
