Brand Business Development, Amazon Forest People

design@onelinestudio.co.uk

Telling a brand story.

The challenge: “We are looking for a creative agency to support our brand business development activities. Our organisation, Amazon Forest People (AFP) protects land in the Amazon Basin from illegal logging. Whilst we have been working for many years, in 2021 we will be able to reach out to potential investors in the UK for support. We feel our current approach does not communicate what we do well enough. We need some help figuring out how to create meaningful brand language, tone of voice and copywriting.” Penny, Amazon Forest People

What we did: Often as designers, we start work at a point when the copywriting is complete. The opportunity to work with a brand at this crucial preliminary stage is always rewarding and certainly makes for a cohesive result.

Our first task for AFP was to help clarify their brand vision, mission, values and goals. We provided starting points and asked the right questions. Their replies informed our content for the brand guidelines. Our work included literature for brand strategy, tone of voice and approaches to messaging. The result was a practical set of guidelines and examples the team can refer to when writing on behalf of the brand.

We crafted a strapline and marketing copy for the about and introduction sections of AFPs digital marketing needs. For example, their website and social media bios. It is not always easy to say everything you want to about your business in under 50 words as needed for many social media platforms like Instagram. At One Line we thrive on this sort of challenge and enjoy streamlining all there is to say about a business into short, memorable key-messages.

With the brand language in place, AFP commissioned us to write a 32-page corporate brochure. The why what and how of the brand needed to be presented in great detail. Potential corporate investors such as banks institutions and governments would scrutinize this brochure as part of their decision to invest in Amazon Forest People.

To confidently write on behalf of the brand we enjoyed working hard to discover a wealth of information about the Amazon, environmental sustainability and climate change.