Environmental action NGO WRAP has unveiled a new brand identity rooted in its activist nature, which challenges existing systems to put sustainability front and centre.
Devised by creative agency Among Equals, the new campaign will mark the group’s first rebrand in over a decade and is designed to help it promote a new approach to how sustainability-focused organisations think about their branding.
Centred around the strapline ‘Fixing the world’s broken systems’, the design will look to capture the WRAP’s ambition to move the world away from unsustainable ‘take-make-dispose’ linear production systems in favour of more sustainable alternatives.
“Complex and important – the kind of brief we love. WRAP’s new brand must engage a diverse audience, from businesses to governments and the public, globally. It needs to be usable and avoid common climate communication pitfalls,” Among Equals co-founder and strategy director, Ollie Burch said.
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“Many B2B sustainability brands are either dull or slick and smart but say nothing. On the other hand, consumer-facing brands typically focus so much on the urgency of the climate crisis that they can be off-putting to the businesses and governments they need to work with. We needed to balance urgency with pragmatism and hope.”
The strongly evocative imagery used throughout the campaign will showcase how society’s ‘broken systems’ such as farming, mining, and manufacturing can have a dramatic impact on the environment if not managed properly.
WRAP marketing and comms director, David Wilson added: “We needed a brand that reflects our global impact and UK heritage. Our new identity isn’t just about looking different; it’s about showing that change is urgently needed, and that we provide solutions.
“We work across multiple consumer-facing industries and sectors – together responsible for almost 50% of greenhouse gas emissions—but our WRAP audience is primarily governments, businesses, and experts. Our work is complex, and it was great to partner with an agency that could distil that complexity into clear, compelling creative”.
