How do you make complexity compelling?
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Proforest is a global sustainability consultancy that works to make sustainable natural resource management an essential and easy part of every business. They had grown from being a technical service provider to global experts in sustainability. While the organisation had changed, the way they looked and spoke to the world hadn’t. They needed a brand and communications that reflected the relevant, real-world organisation they had become.
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Before establishing a creative direction, you need a brand direction. This meant talking to CSR directors and influencers in organisations such as Shell, BP and the World Bank to understand what they wanted from an organisation like Proforest. And then talking to Proforest staff internally to get their views on what Proforest was and where they wanted to be. Once the brand was in place, we needed an engaging way of presenting it to the world. The world of sustainability is a complex one, but Proforest manage to bring the many different strands together seamlessly. It was this quality that made them stand out from their peers and informed the creative direction we took.
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Proforest’s new brand was launched in September 2010. Internally, it injected energy and focus into the organisation. Externally, their communications now stand out impressively amongst their peers and have helped them develop a clearer and more confident point-of-view.
Proforest