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Brand development and website delivery for African environmental charity.

Launch project

Building a brand story that protects fresh water wilderness

Multiple canoes on a calm river that reflects the colorful sunset sky. People navigate a shallow waterway with long poles at sunset, surrounded by tall grasses under a clear sky. A person stands beside two canoes on the shore of a misty river at sunrise, surrounded by reeds and trees.
The Wilderness Project brings scientists and storytellers together to protect Africa’s vital rivers, which support half a billion people and critical ecosystems. By combining ground-level research with powerful storytelling and by working with local communities, they aim to inspire action and safeguard these freshwater wilderness areas for the future.

Why The Wilderness Project

“With waterways under increasing pressure, understanding and urgency around these fragile systems is essential.”
Pamela Holmes Pamela Holmes
A winding river flows through a landscape with dense green forest on the left and open brown grassland on the right, viewed from above.

“This is our opportunity to connect, collaborate and do something incredible for humanity – before it’s too late to act.”

The Wilderness Project Vision

Brand strategy

A brand strategy that honours original storytellers and their discoveries. Subtle brand refinements and a distinct visual language bring depth and motion, guiding the audience through an inspiring journey. Every design choice; from colour and typography to UX, works to inspire, engage, and communicate urgency with clarity and purpose.

A rocky, steep mountain rises from a green, grassy landscape under a cloudy sky, with distant hills and valleys visible in the background.
Illustration if an elephant wading through a large expansae of water, with a forest in the background Illustration of multiple canoes on a calm river that reflects the colorful sunset sky. Illustration of a group of around 20 people standing on and around a makeshift bridge over a river Illustration of two men in a canoe. One is sitting at the front with binoculars, the other is standing at the back propelling the canoe with a large pole.
Pages from The Wilderness Project brand book

Visual identity

We refined the existing logo and developed an illustration style inspired by expedition scientists’ pen-and-paper field sketches. Expressive, hand-drawn elements guide attention and build visual rhythm, echoing how people highlight key details. The refreshed palette reflects Africa’s varied landscapes.

The identity immerses audiences in the expeditions, offering a glimpse into scientists’ daily experiences and the waterways they explore, while conveying urgency and momentum in the mission.

Design system components used on The Wilderness Project website Screens from The Wilderness Project website

Website delivery

We designed an engaging, visually beautiful website that highlights both the scientific expertise behind The Wilderness Project’s fieldwork and the human stories connected to Africa’s core river basins. The clean, responsive platform showcases reports, videos, imagery, and project updates, making their important work accessible, shareable, and impactful on a global scale. With a small but highly active team often working in remote locations, the site was built to be easy to manage and update, ensuring they can keep the world informed, even while out on expedition.

The Wilderness Project website shown on a laptop. The laptop is situated outdoors, on a rock
a mockup of The Wilderness Project expeditions pages on a mobile screen
Cross-sections of The Wilderness Project homepage

“Finally, an agency that makes the process feel easy instead of intimidating. Kind equipped us with confidence from the beginning—empowering us to make almost every change needed now and for the future. Best of all, they transformed our information overload into an elegant design that managed to merge organic touches with a functional interface, and showcase beautifully the varying elements of our work.”

Head of Strategic Communications and Fundraising, The Wilderness Project

Expedition and landscape images courtesy of The Wilderness Project.

Contact us

If you put purpose before profit and need some expert guidance on brand, strategy, or digital, we’re here to help.

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