A brand for a wilder Wales
The Welsh Rewilding Alliance was formed to bring together organisations, communities and individuals united by a shared ambition: to help rewild 30% of Wales by 2030. As a newly established coalition operating within complex environmental, cultural and policy contexts, the Alliance needed a clear, confident identity, one that could build understanding, invite participation and support long‑term change.
Our role was to create a bilingual brand that felt rooted in Wales, credible at a national level, and flexible enough to grow alongside a movement.
The challenge: uniting a growing movement behind a shared identity
The Alliance brings together more than ten partner organisations, each with its own audience, priorities and way of working. Rewilding itself can be a misunderstood and emotive concept, shaped by conversations around land use, livelihoods, access and nature recovery.
The challenge was to develop a shared identity that could unite diverse voices behind one mission. It needed to feel authoritative but inclusive, grounded but optimistic, resonating with communities and landowners, while also supporting advocacy, policy engagement and public campaigning.
Above all, the brand had to feel unmistakably Welsh, reflecting place, heritage and a collective future.
Our strategy: a brand shaped by Wales, for Wales
We created a brand strategy centred on connection, between people and nature, heritage and future, organisations and communities. From the outset, the identity needed to balance legacy with momentum, honouring Welsh culture while clearly signalling regeneration, collaboration and hope.
The result is a brand system designed to support long‑term campaigning, partnership working and public engagement, while providing clarity and cohesion across the Alliance.
Symbolism with meaning
At the heart of the identity sits a refined, modern interpretation of the Dara knot, a traditional Celtic symbol associated with oak trees, representing strength, endurance and deep roots. Reimagined as a living tree, the knot becomes a powerful expression of the Alliance’s purpose.
The roots reflect heritage, culture and long‑held connections to land. The interwoven knots symbolise partnership and unity between organisations and communities. The branches reach forward, representing growth, regeneration and a shared vision for a wilder Wales. This modern interpretation allowed us to create a symbol that feels both authentic and contemporary, with enough flexibility to work across policy, campaign and grassroots engagement.
Bilingual, accessible & built for impact
Developed bilingually from the outset, the identity is supported by an engaging, inclusive tone of voice and carefully chosen typography. The system is designed to be accessible, adaptable and recognisable – equally effective across advocacy materials, public‑facing campaigns and partner communications.
Smart spend. Real impact
The brand provides the Welsh Rewilding Alliance with:
- a clear and confident national identity
- a unifying visual language for all partner organisations
- flexible assets ready for campaign, policy and engagement work
- a strong foundation to support growth and visibility
It gives the Alliance the tools to speak with one voice.
From awareness to action
More than a visual identity, the brand helps turn shared ambition into collective action. By rooting the Alliance in Welsh heritage while looking firmly to the future, it invites people into the rewilding conversation, as partners, supporters and participants.
The Welsh Rewilding Alliance now has a brand fit for a growing movement; shaped by Wales, grounded in culture, and focused on regenerating landscapes, communities and nature, together.