Hugh Miles, one of Britain’s leading wildlife documentary film-makers, has made an exclusive video for The Salmon & Trout Association (S&TA) as part of its far-reaching design relaunch. This new look now clearly communicates the Association’s objectives and position as the charity that game anglers support, which is summed up by its mission statement:
“Game anglers influencing national decision makers over the management and protection of salmon, trout and sea trout, the conservation of water and the diverse environments upon which all aquatic life depends”.
The repositioning programme encompasses three main areas:
The New Logo and strapline
Designed by leading London design consultancy Steve Edge, the representation of adult and child figures on a leafy background with a stylised, leaping fish in the fore, visually encapsulates the new strapline “Game anglers for fish, people, the environment”.
The New Website (www.salmon-trout.org)
Coinciding with the launch of the new logo, the website has been re-designed and built to offer visitors – members and non-members – an information hub that is good looking, easy to navigate around, and of genuine benefit to anglers and everyone working within the UK aquatic universe: riparian owners, fishery managers, academics and scientists. Its content is particularly strong on scientific research and findings, reinforcing S&TA’s prime focus on the importance of peer-reviewed science to back all its claims, initiatives and campaigns.
The New Video
Undoubtedly the highlight of the new website. Made exclusively for S&TA by renowned wildlife film-maker Hugh Miles, featuring and with voice over by actor (and lifelong angler) Bernard Cribbins. This 9-minute documentary is a visually stunning call to arms to everyone who cares about the future of our waterways as well as our sport.
“We are extremely grateful to have the services of these extraordinarily talented men to highlight the work of the S&TA in such a compelling way,” declares S&TA Chief Executive, Paul Knight. “With over 100 years’ tradition behind us, it is very important that, while we move with the times, especially in expanding our scientific work, we don’t discard the core values that make us unique as we progress on as a charity. I am confident that the new designs, coupled with the way we have utilised new technology to help us articulate our key messages, demonstrate we have retained these core values while communicating them in a highly effective way to members, new members and the public.”