London – Eschewing the design tropes of animal conservation projects, a rebranding for charity On the Edge merges patterns, colours and phenomena found in nature with people's digital habits. Updated by creative agency How&How, the branding includes a colour palette inspired by bioluminescence – the way that living organisms create and emit light.
It also translates unique patterns and markings found among endangered animals into a new typeface, while the website hosts online games to help raise awareness among younger people. In this way, the branding appeals to new audiences, while also retaining appeal to scientists and the charity’s long-standing supporters. ‘By ‘reading’ an animal in a typographic way, we wanted to reinforce the communication and dialogue needed between humans and nature,’ explains Cat How, co-founder and creative director of How&How.
Through this branding, the charity shows how design mechanisms can effectively communicate complex environmental issues to bolster awareness and prompt action from consumers.
When communicating issues related to the environment, avoid overused branding and messaging. Instead, implement positive and future-facing cues that will engage new audiences