How to design a brand identity that tells a story …

Brand identity for Rutland Ospreys

A recent project for the Wildlife Trust has resulted in a tale of a 1,000 mile round trip told using way finding symbolism.

The identity needed to tell the tale of the bird’s adventures. The Osprey is a pretty impressive bird of prey, it migrates to Rutland Water Nature Reserve & the UK to breed & raise its chicks, barely touching land on this incredible voyage, every year.

We told the story using simple brand marks which would work well on merchandise, they needed to be contemporary and eye catching. After some research we found that the ancient symbols for air and water, (which the bird mainly crosses to reach the UK each year) were actually also very similar to directional arrows. We were also keen to encompass direction and navigation into the identity, after all the Osprey is a master at both. The symbolism needed to show “there and back”.

Once we’d established the main marks we also incorporated these into the typography to give the identity a cohesive image. The strapline of “of air & water” was used as a brand definition on which to hang all of the other material.

Brand identity designs for water bottles for Rutland Ospreys

The designs have been printed onto a series of t-shirts & drinking bottles for sale in the shop at Rutland Water, as well as a range of locally produced products such as soaps and candles.

The brand identity for Rutland Ospreys which will be used on t-shirts & product for sale to raise awareness of the projects’ work.

Brand identity used on t-shirts for sale to raise awareness of the projects work.


I-pad drawing of Rutland Osprey.

You can see the Rutland Osprey designs & this magnificent creature in the flesh at Rutland Water Lyndon Bird Watching Centre.

Sarah Hatherill

Well Street is run by me - designer Sarah Hatherill. I have worked for many years as a freelance designer as well as being employed as a creative director and marketing manager but am now self-employed and trading as Well Street Studio. I work alongside marketing teams, social media experts, manufacturers & printers to provide content and creativity to local businesses.

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