The Canal & River Trust | Hello Finch x Studio Blackburn

Making life better by water

The Canal & River Trust had a strong new brand story:

“We care for and bring to life a 2,000-mile long, 200-year old network of canals and rivers. We know life is better by water and we use our waterways to transform places and enrich lives. People who visit our canals and rivers lead happier and healthier lives.”

What they needed was a compelling new visual identity that would bring this to life in a brand proposition and visual identity. Hello Finch were ready for the challenge.

Project Overview

Hello Finch were asked by Canal & River Trust to help them redesign their identity and overarching brand proposition.

Studio Blackburn reviewed their visual identity, typography, tone of voice, colour ways and photography style delivering a modern, fresh new look and feel.

The Challenge

The Canal & River Trust wanted to be known loved and supported by 75% of the British Public by 2027. Research told us that 86% of the population of England and Wales love the waterways and 15m visit each year, but that the Canal & River Trust had an identity challenge. Put simply, many people hadn’t heard of the Trust and many just didn’t think about how the waterways were looked after, they just assumed “someone does it.”

The Solution

Hello Finch brought in Studio Blackburn to develop a completely new look and feel, which was researched – this included an entirely new set of brand guidelines around colour, design, photographic style and imagery, tone of voice and social media presentation.

The Results

A refreshed look and feel, taken across all channels. The new identity – ‘The Reflection Symbol’ was embraced by the Trust and across all brand collateral. A major upgrade of the brand across the Trust’s waterways and a new visual look and feel applied digitally. A new look for the 21st Century. And a new strapline: “Making Life Better by Water.”