GNWT Department of Environment & Natural Resources:
NWT Species at Risk

Challenge

The NWT Species at Risk Act was undergoing legislative changes and Environment and Natural Resources needed resources that would help the Department communicate on the Act, and give identity to the organizations involved in managing the Act.  The challenge was to rebrand three different entities, bring them all into the same design family, but each with its individual look. The potential for confusion in the public and among interest groups was high, with the Act, the SAR Committee, and the Conference of Management Authorities as separate but related entities.  The branding and associated marketing materials required sufficient flexibility to highlight the three distinct entities while demonstrating their relationship.  Additional flexibility was required to distinguish between wildlife and plant species. 

Branding Solution

Tait updated and refreshed the existing NWT Species at Risk symbol and created a series of six icons to represent the different categories of species at risk. This formed the colour palette for the new identity and the three entities — the Species at Risk Act, Committee, and Conference of Management Authorities were each given their own individual design and colour from the palette. Visual Identity Guides for graphic standards were created for each of the three entities.

The branding continued with individual letterheads, brochures, posters, a website and an annual report.

Web Solution

A website was created to bring together updates and news about Species at Risk, and provide a presence for the NWT Species at Risk Committee and the Conference of Management Authorities, which are responsible for ranking and managing species. The site also needed to house a species monitoring database and an interactive photo gallery.  As part of a complete rebranding exercise, the NWT Species at Risk website also followed an updated graphic treatment.