American Bird Conservancy
American Bird Conservancy hired Owen Jones to help reposition their brand to enable more inclusive communication for their socially conscious audience. They were also interested in taking on a position of leadership in the bird conservation community. This work sought to get both birds stoned at once.
We started by establishing the values that our brand should ladder up to. These values were drawn from the qualities that a good conservation leader should seek to display.
Our work defining the brand led to opportunities for the brand to center birds, and everything there is to love about them, as the primary mechanism of interest. The relationship between habitat and bird livelihood takes center stage as American Bird Conservancy steps into their role as the leader in bird habitat conservation.
American Bird Conservancy has multiple audiences they need to address—sometimes at the same time. With the overarching brand Voice established, we further defined the brand’s Tonal qualities. We identified communicative tactics and strategies that would appeal to each audience without interfering with the brand’s appeal to the others.
Having established the above Values, we identified the vocal attributes that would give American Bird Conservancy the best opportunity to display them. A Bold, Inspirational, Welcoming, and Visionary voice seemed like an appropriate balance to strike for the aspiring leader in bird habitat conservation.
