Prevent The Spread

- raising awareness of wilding conifers in rural New Zealand -

the brief

Wilding conifers are an invasive species in New Zealand. While this fast growing trees offer shelter and opportunities for recreation and income, left to spread they become a pest – infesting farmland, native ecosystems and water catchments. The Ministry of Primary Industries worked with Capiche to provide a campaign name and visual identity to raise awareness of wilding conifers in rural New Zealand.

the solution

The team at Capiche came up with three unique logo concepts which I then developed to present to MPI.

Capiche suggested “Prevent The Spread” as a campaign name as it was action orientated and had an urgency to it. This logo shows a radar searching for wilding conifers. Radars also have concentric circles similar to age lines on trees targeted by the campaign. Green tones are similar to those used across MPI, Land Information New Zealand and the Department of Conservation. “Prevent The Spread” uses a bold san-serif font that is staunch and motivating, while the programme title uses a softer font to inspire the community who will be doing the work.

While my own time on this project was limited to providing the logo and concepts for collateral, it’s fantastic to see there is now a live website and information panels about the campaign installed across the regions.