Australian Wildlife Conservancy unveils new brand identity

Australian Wildlife Conservancy (AWC) has unveiled a new brand identity reflecting its transition to a global leader in conservation. The organisation has just completed its 30th Anniversary year and is refreshing its brand presence to reflect its contemporary positioning and ambitious plans to deliver conservation at scale across Australia.

The AWC logo immortalises the Lesser Bilby which is presumed extinct and serves as a poignant reminder of the need to protect Australia’s precious biodiversity.

In the new brand identity, the Lesser Bilby, or ‘Yallara’ as it is known to the Wangkangurru People of the Munga-Thirri-Simpson Desert region, is given more prominence. The illustration is weightier, and the animal nudges it nose upwards and amongst the wordmark indicating a sense of hope and integration.

As explained by AWC Chief Communications and Marketing Officer, Ava Lawler, the new identity reflects the criticality of partnership and collaboration to protect Australia’s unique biodiversity.

“The refreshed illustration is stronger and heroes our vulnerable species,” Lawler said. “The design carries a poignant reminder of the wave of extinctions that has ravaged Australia’s wildlife and serves as a stark reminder of the responsibility we share to ensure the survival of our species.

“The Australian Wildlife Conservancy wordmark has been updated with a contemporary font and the nestling of the Bilby within the text represents the collaboration that is critical to deliver conservation at scale.”

Illustration: Oldfield Thomas

The new brand identity which is accompanied by a refreshed colour palette is part of a broader marketing strategy that is rapidly building profile for AWC globally.

Over the last year, the organisation has significantly enhanced its presence across earned and owned media channels and it has also been gaining exposure globally.

King Charles III is the AWC global patron and Sir David Attenborough and Cate Blanchett are among its famous supporters.

In its last financial year AWC invested more the $25 million on conservation programs and the new brand identity sets the stage for AWC to continue on its mission to effectively conserve all Australian animal species and the habitats in which they live.

Developed by in-house designer, Judy Moosmueller, the new brand identity will be progressively implemented across all marketing and communications assets, including signage and education materials at AWC’s sanctuaries in iconic regions such as the Kimberley, Cape York, Kati Thanda-Lake Eyre and the Top End.