MAKING CONSERVATION COOL
The Strategic Evolution of the NWTF
OBJECTIVE
Reposition NWTF’s brand and messaging, making conservation culturally relevant by bridging the gap between hunters and non-hunters, driving engagement and record membership growth.
TARGET AUDIENCE
Hunters, conservationists, outdoor enthusiasts, and land stewards who are passionate about wildlife and habitat conservation.
SCOPE
Brand strategy, brand fundamentals and positioning, visual identity, tonality and messaging, tradeshow and events, publications, branded content and marketing campaigns.
Beyond Hunting: How NWTF’s New Brand Strategy is Driving Growth
For nearly a decade, the National Wild Turkey Federation (NWTF) relied on hunting-focused messaging to attract supporters. However, with declining hunter numbers and the polarizing nature of hunting, their audience was shrinking. NWTF needed a fresh approach that would resonate with both hunters and non-hunters, reinforcing the shared importance of conservation and wildlife preservation. They turned to Fisher Design to redefine their brand and make their mission more inclusive and culturally relevant.
We uncovered key insights that led to a strategic brand shift, built around the idea of "Healthy Habitats. Healthy Harvests." This new messaging framework bridged the gap between conservation and hunting, allowing NWTF to engage a broader audience. Our communications-driven approach now fuels dozens of campaigns, events, and initiatives annually, helping NWTF grow membership to record levels. Major partners like Bass Pro and Cabela’s credit this rebrand with making conservation “cool” and culturally relevant to all.
The National Wild Turkey Federation
Our Work
The National Wild Turkey Federation (NWTF) project involved a comprehensive brand evolution to expand its appeal beyond hunters and engage a broader conservation-focused audience. Fisher Design developed a new messaging framework, “Healthy Habitats. Healthy Harvests.,” which positioned NWTF as a champion of both conservation and responsible hunting. This shift allowed the organization to connect with hunters, non-hunters, and outdoor enthusiasts alike. Our work includes ongoing communications strategy, campaign development, event branding, and digital initiatives, ensuring NWTF’s mission remains relevant, inclusive, and culturally engaging. The rebrand has led to record membership growth and recognition from major partners like Bass Pro and Cabela’s, who credit NWTF’s transformation with making conservation more accessible and appealing to a wider audience.