NYC
Generation Cana
Gen. Wild. Child.
Brand creation and campaign for the lifestyle arm of The Cana Foundation.
The Cana Foundation supports research, policy, and action for the wellbeing of North America’s wild horses and burros—and the vital role they play in preserving prairie and grassland ecosystems. With deep ties to First Nations communities and a commitment to the intersection of social justice and environmental advocacy, the foundation’s founder sought to expand its reach and inspire a broader audience. We developed a lifestyle brand and campaign that connected emotionally, invited participation, and sparked action beyond policy.
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Scope
Strategy
Brand Strategy
Audience Analysis
Brand Architecture
Naming
Voice & Messaging
Branding
Brand Identity System
Collateral Design
Illustration + Motion
Copywriting
Campaign
Creative Direction
Messaging
Social Media Campaign
Brand Strategy
Generation Cana is a concept by an established conservationist who wants to popularise and inspire a new and diverse generation of Americans to fall in love with their natural landscapes and support rewilding- of their own worldviews, and of the lands they live on. We helped identify a clear and pragmatic strategy to bring the client’s goals to life.
Through naming, branding and design, we established a clear vision, a compelling narrative, and worked closely with the client to ensure our work complemented and supported the emerging organisational strategy and opportunities for the Gen. Cana brand, as well as its affiliates.
The brand concept, Love Songs to America, is based on revitalising North American Romanticism. Its visual language draws on iconic precedents in North American naturalism that we updated to reach modern, urban audiences. An internal brand manifesto was established to crystalise the brand’s purpose, tone of voice and personality, along with a set of illustrative templates, design applications, and targeted messaging to demonstrate how the brand can be applied to achieve the clients goals.
