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The Rivers Trust enters new era with refreshed brand

For thriving rivers and communities

Rebecca Duncan


The Rivers Trust has signalled a new era with a refreshed brand identity, created by their pro-bono partner Emperor.

As the charity looks to put river health at the forefront of the environmental conversation, The Rivers Trust were offered pro-bono support from London based creative consultancy, Emperor, to help strengthen the Trust’s brand and re-launch its ambition of wild, healthy, natural rivers, valued by all.

Having evolved over 15 years, The Rivers Trust now has over 60 local Member Trusts across the UK and Ireland who are delivering solutions to the current crises of climate change and biodiversity loss. Even in the challenging year of 2020, the Rivers Trust movement opened up 6,138km of rivers for fish migration, established 248 natural flood management schemes and planted more than 300,000 trees.

Mark Lloyd, CEO of The Rivers Trust, said: “This is an extremely exciting time for the Rivers Trust movement as we scale up our organisational capabilities and advocacy. Thanks to the diligent and creative work by the team at Emperor, we now have a crisp new image to match our bright future tackling some of our biggest challenges. Our new strapline reflects our solutions-focussed, pragmatic, can-do approach.

“It’s easy to be against pollution, habitat loss and climate change. The Rivers Trust movement is committed to doing something about it and rebuilding healthy environments with local communities. We want the public and our partners to know that it’s not all doom and gloom. Good work is happening and you can join us to be part of it.”

The new branding pulls into focus the positive impact of the organisation. Alongside this, the Trust has updated its website to help the public have better access to its wealth of river information, and an engaging summer campaign, to revive people’s love for rivers, and to give people hope.

Noel O'Connor, Founder, Creative Director and Partner at Emperor, said:

"It's an honour to be able to provide support to such a fantastic cause and organisation as The Rivers Trust, as part of our Emperor Pledges. Giving back and combating climate change are two of our commitments and so being able to work with such a proactive movement, and a fantastic team, providing our brand expertise has been great. We're so proud of what we and The Rivers Trust have achieved together with this rebrand and we'll continue to support them in any way we can."

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