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The Trend: Rebranding Nature

How&How for Aruba Conservation Foundation, Aruba

To lure Gen Z outdoors and engage them in conservation and climate activism, nature is getting a rebranding. Inspired by gorpcore, organisations and natural spaces are adopting softer aesthetics and messaging that promote a positive future.

As previously explored in our Gen Z Now & Next macrotrend, when it comes to climate change, the attitudes and actions of Gen Z don’t align. Some 59% are ‘very’ or ‘extremely worried’ about climate change, according to Preprints with The Lancet, yet one-third also describe themselves as addicted to fast fashion (source: ThredUp).

Early adopters of this trend include the Aruba Conservation Foundation, which worked with How&How to amplify the island’s biodiversity with playful, respectful design; the New York Botanical Garden’s nature-focused rebranding by Wolff Olins, which uses bright colours and practical messaging to avoid climate doom; and Flor, a Danish youth movement, whose psychedelic identity crafted by Barkas entices Gen Z to participate in eco-activities.

In our Rebranding Nature design direction report, we highlighted how brands, businesses and innovative organisations in the travel, leisure and sustainability sectors are adopting a design language of terra tones, organic motifs and surreal serif typefaces to engage Gen Z, fostering warmth, authenticity and accessibility.

The Big Idea: Paradigms 2024: Future of Branding

At the 2024 Paradigms summit in Rome, designers from around the world gathered to explore the future of branding. A key topic was the evolving definition of creativity, especially in the context of AI’s growing influence. Rather than focusing on AI’s challenges, speakers, including agencies like Collins and Porto Rocha, emphasised the importance of human elements like chemistry and intuition in creativity. In an era of brand sameness, they argued that brands must be jarring and provocative to stand out.

Speakers discussed how brands are now acting as entertainers, drawing inspiration from the media and entertainment industry. Ana Andjelic suggested that brands should become cultural entities, creating their own brand universes through collaborations and storytelling. Other highlights included the rise of sonic branding and modular brand identities, as exemplified by Mozilla’s rebranding and Porto Rocha’s adaptable approach to design.

The summit also addressed shifting metrics in branding, stressing emotional connection over measurable metrics like clicks and likes. Ultimately, the event urged brands to build resilience, rethink success and create immersive experiences that transcend traditional marketing, while remaining flexible and future-ready.

Our Paradigms 2024: Future of Branding report unpacks the importance of brand storytelling and the evolving definition of creativity.

Matt Klein at Paradigms: The Brand Experience Summit 2024, Rome, Italy

The Campaign: Saatchi & Saatchi launches Voting is Hot AF campaign to inspire young voters

Voting is Hot AF by Saatchi & Saatchi, UK

Saatchi & Saatchi’s creative initiative ahead of the general election on 4 July 2024, the Voting is Hot AF campaign, was aimed at motivating young people to vote.

A study conducted for the initiative revealed that voting makes someone more attractive, according to 40% of 18–24-year-olds. Moreover, 52% of young people consider regular voters to be more intelligent and 35% said voters are more trustworthy. The vibrant, visually arresting campaign re-imagined the voting X as a symbol of attraction and used iconography and slogans like ‘Get polled’, ‘Giving AF is hot AF’ and ‘Talk turnout to me’.

‘Finding the right message at the right moment to influence real behaviour change is when advertising is at its most powerful,’ said Franki Goodwin, chief creative officer of Saatchi & Saatchi. ‘It’s been extremely interesting mining dating and internet culture to find a real-world upside to young people engaging in politics.’

For more insights, inspiration and instructions on how to implement this Design Direction into your business, head to our Graphic Activism report.

The Viewpoint: Smart New Towns

Shrub Hill Masterplan by AR Urbanism, Worcester, UK

AR Urbanism (ARU), a London-based urban design firm, is reshaping new town developments across the UK, focusing on key principles like social infrastructure, sustainability and innovation. With a growing housing crisis, new towns are essential to address the shortage of affordable homes, but successful towns need more than just houses. Social infrastructure such as community spaces, shops and services must be in place from the start, as seen in ARU’s work in Northstowe, Cambridgeshire.

The firm emphasises integrating both old and new infrastructure, balancing emerging technologies like artificial intelligence with traditional urban planning. AI already plays a role in smart infrastructure, monitoring air quality, energy and traffic, but ARU warns against over-reliance on it. For brownfield sites, ARU advocates transforming abandoned land into thriving communities, enhancing cities without encroaching on green spaces.

The urban design firm also embraces the 15-minute city concept, prioritising walkability and reducing car dependency. By promoting local living and creating adaptable, flexible designs, AR Urbanism aims to build future-ready towns that foster resilience and long-term sustainability, ultimately addressing both housing needs and quality of life.

Read the full interview with AR Urbanism now.

The Space: Na Chainkua Reindorf and Glossier take over New York basketball courts

Glossier in collaboration with Na Chainkua Reindorf, US

Artist Na Chainkua Reindorf has re-imagined her vibrant, empowering artwork on a large-scale canvas: basketball courts in New York’s Tompkins Square Park. Known for her previous collaboration with Glossier, Reindorf aimed to ‘add colour and excitement’ to the neighbourhood using bold primary and complementary colours, with an emphasis on orange, one of the official Women’s National Basketball Association (WNBA) colours.

The courts, now featuring Reindorf’s signature stylised eye symbol, represent ‘the act of looking back, reclaiming one’s agency and expressing confidence’, the artist explained. This symbol, a recurring element in her work, is meant to inspire and empower women both in sports and beyond.

The refurbishment is part of a broader initiative by Glossier, Reindorf, the WNBA and Project Backboard, a non-profit organisation. The organisation cleaned, resurfaced and repaired the courts, ensuring they were both functional and visually striking. Glossier director Dan Peterson noted that the project aims to create a more inclusive space, particularly encouraging families and young women to engage with the sport.

In our Sports Rebranded report we discussed how brands can update their visual identities in order to appeal to the Gen Z audience.

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