Project in brief

WILD inspires and empowers visionary leaders across the global development and humanitarian aid sectors, helping organisations to understand the value of investing in their leaders and addressing barriers that underrepresented groups in the sector face. Their flagship programme, the WILD Forum, connects leaders and thinkers at all stages of their careers to learn from and inspire each other. Having worked with WILD on their 5-year impact report, we worked with WILD to refresh their brand and build and design their new website, including merging their conference site into their main company site and updating their brand messaging.

What we did

  • Visual Identity
  • Brand Guidelines
  • Tone of Voice
  • Website Design & Development
  • UI/UX
Mockup of WILD brand guidelines

We spent time with different members of the WILD team to understand how they wanted the brand tone of voice to feel, and the key messages to be presented, with emphasis on inclusive language. We helped develop a new strapline to replace the acronym in the logo, which felt too long and cumbersome.

Old WILD logo
New WILD network logo

It’s always a joy to work with OXygen. They worked as an extension of the WILD team to ensure that we hit all of our deadlines, whilst remaining calm, collected, and human to work with.

Fiona MacaulayFounder/CEO - The WILD Network

Retaining brand recognition

Although still a relatively young organisation, the WILD brand had started to feel out of touch with what they were actually delivering. OXygen was tasked with reinvigorating the brand, whilst maintaining some resemblance to the original. We explored a number of visual routes; exploring how we could retain elements of the visual identity while still reflecting the bold, vibrant and purposeful messaging. It was decided that the bright colour palette was what resonated most with WILD, and so we built the new brand around their existing colours.

For the logo, we explored more abstract representations of ‘network’, settling on an icon that represents the role WILD plays in connecting leaders within the international development space, as well as its global reach. This ‘network’ icon is used throughout the visual identity to reinforce the messages of connection, in addition to representing movement and progress.

WILD network pattern 2
WILD network pattern 1
Mockup of WILD website

Building a holistic digital platform

Once the branding had been updated, we worked closely with the WILD team on applying their updated brand messaging across their web copy. We redefined the user journey, integrating their two sites into one single website and moved sections of text into more relevant places. The new website is in keeping with the updated visual identity, using colour boldly and using pattern to reinforce this impact.

View the WILD website
Mockup of 3 screens with WILD website on mobile
Homepage Lighthouse Performance Score
countries reached
SEO performance

OXygen really take the time to understand our requirements, with the result being a beautiful, refreshed brand identity, in line with our brand values and improving our audience experience.

Fiona MacaulayFounder/CEO - The WILD Network