“Amplifying the whispers of Mother Aruba”
A National Park Foundation (now the Aruba Conservation Foundation) is the conservation on Aruba, tasked with protecting over 24% of the island’s natural habitat. Branding agency, How&How, partnered with ACF to create a new brand capable of rallying local support for Aruba’s caves, wetlands, mangroves, dunes and the flora and fauna that inhabit these protected sites.
“The Aruba Conservation Foundation is Aruba’s for island-wide biodiversity and ecological resilience,” explains Cat How, Creative Director at How&How. “In addition to these responsibilities, ACF leads nature-based experiences such as guided hikes and corporate events as well as outdoor educational programs. Yet, in what came as a surprise to our team during our strategy workshop, ACF wasn’t seeking a new brand to increase foot traffic to the island or bolster the tourism economy, but to simply rally local pride, support and action for preserving nature.”
Practically speaking, this meant the How&How team had to reframe the ACFbrand from what …