The British Ecological Society

The British Ecological Society is the oldest such society in the world with over 7,000 members. As part of their 2025-2028 strategy and a broader push to diversify income streams, the Society recognised the importance of evolving their brand to continue to engage existing members, but also new audience groups.

Driven by the multi-faceted nature of the organisation and its audiences, the brand had become disparate and recessed in moments where the vital importance of its role should have been felt more than ever. 

Our job, delivered through a new brand strategy and evolved brand identity, was to ensure the Society’s value was clear, reflecting the importance of ecological science in helping to solve some of the world’s most existential challenges

A new brand strategy

A series of stakeholder interviews, primary and secondary research and a competitor audit, revealed the unique and vital role the Society plays in its ability to convene and enable the ecological community. What’s more, the Society needed to adopt a stronger, more value-driven narrative to celebrate this role and better reflect the depth and vital importance of its work.

An evolved brand identity

The simplicity and confidence of this strategy needed to be reflected in the brand identity. It wasn’t about the Society saying less, but using strong branding and nature-based design principles to say things in a clearer, more confident, more ownable way. 

We built the entire brand on a golden ratio grid, derived from many of the shapes and structures found in nature. A diverse and nature-based colour palette was introduced alongside colour blocks to hero the vibrancy of nature and make imagery of the natural world more ownable for the Society. Where previously the ‘E’ of the identity was being lost or over-used, we stripped this back to black and white only, ensuring the brand was clear and bold across any piece of communication. 

The rebrand culminated in a full brand guideline, a redeveloped website (where we worked closely with a web development partner to implement) and a new tone of voice; the brand was launched at the Society’s annual meeting and fronted their new strategy launch at the House of Commons.

“Good Eggs made a lasting impact on how we understand our value as an organisation. The brand strategy was fundamental to the way we not only look - with the inspired refresh of our identity - but also how we think about ourselves and our engagement with members. This has been a transformative year and we're incredibly grateful for their excellent work and continued support”.

Hattie Clarke, Head of Marketing