Four Communications Group

Core disciplines: Advertising/Creative, Integrated marketing, Media planning & buying, Public relations (PR)

Walthamstow Wetlands

The ambitious Walthamstow Wetlands project, launched in October 2017, has been a first for London and a blueprint for future development of traditional wetlands across Europe. Over the past two years, this vast working reservoir site run by Thames Water has been made more accessible, both as one of Europe’s largest natural habitats for wildlife and for local residents and wildlife enthusiasts from across the country. Staffed by rangers and volunteers, the newly opened site will provide both educational and recreational facilities in a borough that is fast becoming a leading light in regeneration and infrastructure.

The challenge

Our challenge was to create a new brand for the site and to develop a visual signature that could be applied to all marketing communications and channels. The first part of this challenge was to work with all the key stakeholders, from Thames Water, Heritage Lottery Fund, the council and the various specialist interest groups at the site – from wildlife watchers to fishermen.

What we did

Our first task was to develop a positioning for the wetlands, specifically creating a strategy that was unlike the more curated UK wetlands attractions. We wanted this to be a place for everyone, from specialist groups to local residents just coming to relax. Rather that develop a more orthodox ‘wildlife’ attraction, our creative strategy took a much more holistic approach to the experience. At the heart of the brand was the reward of ‘connecting’, both with nature and the wellbeing derived from having quality open spaces in the middle of a city.

The result was a campaign themed upon Connect With Your Better Nature

  We commissioned a series of signature imagery, designed to reflect this promise for all, together with guidelines for everything from staff uniforms and signage to website and advertising. Since the ‘soft’ autumn launch the social channels have already reflected the level of interest locally and nationally.
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