New brand identity launched with FutureBrand Australia

Bush Heritage Australia, a leading not-for-profit conservation organisation that protects ecosystems and wildlife across the continent, has today launched a new brand strategy and identity, created in partnership with FutureBrand Australia.

The strategy and identity aligns the Bush Heritage brand with delivering on its ambitious 2030 strategy of deepening and doubling the organisation’s impact before the end of the decade. Bush Heritage was created in 1991 by former senator Bob Brown by saving two rainforest blocks in Tasmania.

Today it owns 1.2 million hectares of nature reserves and helps to manage millions more hectares of land across Australia with partner organisations and Traditional Owner groups.

Bush Heritage and FutureBrand’s work together spanned research and analysis, brand immersion, brand strategy, identity and experience. The next phase of work will include a website redesign and a national ad campaign.

On the launch, Bush Heritage’s Chief Executive Officer Heather Campbell said: “We recently celebrated 30-years of returning the bush to good health, and committed to deepening and doubling our impact by 2030. What better way to mark this exciting period of growth than with a refreshed brand that honours our history, and looks towards our future.

“FutureBrand has done a fantastic job of capturing our spirit and reflecting our vision of a healthy country, protected forever.”

Bush Heritage and FutureBrand explored the organisation’s ways of working to redefine the brand’s values and establish the brand strategy. The insights gained from FutureBrand’s ‘inside-out’ approach inspired the new brand identity and focus on enabling the organisation to reach more people, more effectively.

Bush Heritage’s close work with Traditional Owners, using right-way science, traditional Aboriginal knowledge and Western science to protect and restore millions of hectares of land also played a pivotal role in FutureBrand’s work.

FutureBrand Australia has donated more than $100,000 in pro-bono fees, as the company’s partnership with Bush Heritage represents its commitment to making its brand transformation services available and accessible to non-profit organisations.

On working with Bush Heritage, FutureBrand Australia Chief Executive Officer Rich Curtis said: “Our commitment to transforming brands so that businesses grow is always at the forefront for us, whether we’re working with our not-for-profit or for-profit clients. Knowing the real impact that Bush Heritage is having on Australia’s natural environment and native species – and delivering work that will enable Bush Heritage to scale sustainably for generations to come – makes our team feel particularly motivated to take on this vitally important work and partner with the Bush Heritage team.

“We’re looking forward to continuing our work with Bush Heritage, so that they can leverage their brand more effectively and create improved environmental and social outcomes for everyone in Australia.”

The new identity is effective immediately, while the new Bush Heritage website is anticipated to launch in late 2023 and a national ad campaign will roll out from May.