Wilderlands
From an accurate name to a brand people could understand, remember and care about.
The problem
The organisation came to us as Contract for Nature. It was accurate, but it felt procedural. It explained the mechanism, not the meaning.
The bigger challenge was that voluntary biodiversity credits were new, complex and unfamiliar to most audiences. The brand needed to speak to businesses, landholders, conservation partners, funders and the public without sounding either too technical or too soft.
The idea
The work started with a simple question: what are people really buying into?
Not a contract. Not a unit. Not a financial product in isolation.
They are buying into the protection of living places.
That led to Wilderlands: a name that carries the idea of rewilding, land, protection and possibility before anyone reads the supporting copy.
My role
I led the naming, brand strategy, visual identity, verbal identity, value proposition, website design and UI/UX. I also contributed to the website copywriting, helping shape not just how the brand looked, but how it explained itself.
The work
The identity needed to make the category feel credible and accessible. The website needed to explain the model clearly, build trust, show impact and move users from curiosity to action.
The brand guidelines covered more than visual rules. They helped define how Wilderlands should speak, what it should emphasise, and how the idea could be carried consistently across digital, content and communication.
The outcome
The brand project was completed in 2022. Since then, Wilderlands has grown into a world leader in voluntary biodiversity credits, representing around 35% of the global voluntary biodiversity credit market.
What this shows
This project shows my ability to take a complex, emerging model and turn it into a clear brand: name, narrative, identity, website, content and system.