CVA
Conservation Volunteers Australia (CVA) work collaboratively with organisations, government and the public to raise awareness around environmental issues, and then implement practical programs that deliver tangible positive results. Through their work, they’re building a more harmonious and helpful relationship between people and nature. Somewhere along the line, doing this important work, their brand lost strength. CVA engaged JAC AND to revisit their foundations and build a system-based brand.
A STORY WITH HEART.
CVA’s goal is simple but meaningful — to connect people to nature. For 40 years tens of thousands of volunteers, and generous support partners, have worked with them to protect and restore Australian nature. To attract the right attention and keep the organisation sustainable, their story needed crisp clarity. In our strategy phase, we crafted a narrative that appeals to volunteers, investors and government alike.
MANY HANDS MAKE LIGHT WORK.
With plenty of cooks in the kitchen, the CVA brand had lost strength and cohesion over time. To avoid this happening again, our work needed to be easy to use for non-designers. We made intentional decisions around type, colour and imagery to ensure rolling out marketing collateral could be achieved quickly and didn’t cost the earth. Importantly, the brand system and templates are documented comprehensively in their widely used brand guidelines — keeping the brand strong for years to come.
The CVA brand has deep roots. The system presents a simple front, with a complex architecture beneath.
RESPECTING A LEGACY.
CVA has been around since 1982, they’re a respected organisation with an admirable history. We needed to carry this legacy forward into the new brand. There was too much brand loyalty attached to the CVA symbol and it needed to stay. We gave it a minor polish and turned our attention to where we could add the most value — developing a brand system, carefully crafted to bring CVA into the future while respecting its past.
“What was started in 1982 by Yandoit farmer, Tim Cox, as a small group planting trees on weekends has become the leading practical conservation group in Australia, managing thousands of volunteers who help out on dozens of projects each year.”
