Small Woods
Brand brings clarity to woodland charity

Brand strategy Brand identity Web design Graphic design

The Small Woods Association is the national organisation for small woodland owners, workers and supporters. The organisation champions the sustainable management of woodlands.

I was originally asked to redesign the Small Woods website. However, by asking pertinent questions, it quickly became apparent that wider communication issues needed to be addressed. Staff and trustees found it difficult to answer the questions: ‘Who are you?’, ‘What do you do?’ and ‘Why does it matter?’. There was also no visual identity beyond the logo. We gathered together the organisation’s communication materials and they looked as though they had come from different organisations.

I discussed with the client the need to define their brand and create a distinctive visual identity before considering the website. They saw the value in this approach and agreed.

Working closely with the Chief Executive, I took the organisation through my branding process: researching the organisation, its audiences and competitors. From this, I defined the organisation’s aims, core message and strapline. I was then able to create a visual identity that expressed and reflected the brand. The identity consisted of a logo, colour palette, typeface, graphic device and paper stock. I presented the work to staff and trustees, gaining their support.

The brand and identity formed the foundations for all the subsequent work.

The client was delighted with the rebrand, identity and website, and for a number of years I created all their print materials, including letterheads, business cards, general leaflets, membership recruitment leaflets, information sheets and course marketing flyers.

I worked closely with the client to plan the new website’s structure and content, largely informed by the four aims we had defined during the branding work. Using the visual identity, I designed the page layouts and look and feel of the site, which was then built by my web developer associate.

Small Woods looked professional and credible. It had a distinctive and recognisable brand identity and communicated a consistent message. Importantly, staff were proud to be associated with the website and brand materials.

Membership income increased year on year and reached around 20% above pre-rebrand levels. Given the economic hardship of the time and the lack of additional marketing spend, we believed this was largely attributable to the enhanced branding.

Small Woods’ influence also grew. It was increasingly invited to meetings and consulted on policy by government and other leading organisations in the woodland sector. We believed this was, again, largely due to the improved perception of the organisation resulting from the rebrand.

We worked with Mark to develop a new brand and website – and the process transformed our organisation. He made us look closely at what we do and how we do it, helping us to clarify our thinking. The rebranding really supports what we do, and the website is great: clear, fast and good looking. I am very happy with Mark’s input and approach to the contract.

Jude Walker, Director