Skip to content

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 closely 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.”

Research and discovery

A workshop with the founding team mapped out who The Wilderness Project are, who they need to reach and what each audience needs from them: researchers and scientists, government officials, local communities, environmentalists, partner organisations and media. The sessions surfaced a clear picture of the organisation’s ambitions, the perceptions they were struggling to shift and the brand restrictions they needed to work within.

Brand strategy and visual identity

The brand strategy was built around TWP’s dual identity as scientists and storytellers, honouring the original explorers and field researchers at the heart of the organisation. The existing logo was refined and an illustration style was developed, drawing on the pen-and-paper field sketches of expedition scientists: expressive, hand-drawn elements that build visual rhythm and immerse audiences in the work. The refreshed palette reflects Africa’s varied landscapes, and the typographic system brings confidence and clarity to communications that previously felt fragmented.

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

Website delivery

The website was built to showcase both the scientific rigour of TWP’s fieldwork and the human stories connected to Africa’s core river basins. Reports, videos, imagery and expedition updates are presented in a clean, responsive platform that makes the work accessible and shareable globally. With a small, highly active team often working in remote locations, the site was built to be straightforward to manage and update from anywhere.

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

Contact details