"This is a Beautiful World."
Friends of the Earth is the Canadian branch of Friends of the Earth International, an environmental organization and charity that has grown
from a small group of volunteers formed in 1978 to one of the country’s most important voices speaking out on environmental issues.
My brand essence was "grassroots environmental awareness." I wanted to communicate this through the rebranded identity by using a logo, typeface, and shapes that appear hand-drawn in a style that's more akin to being an approachable relatable friend over a sterilized congruent corporate logo. The colour palette muted pastel colours of earthly tones in order to communicate the world of colour that we live in, but to also include an air of realism regarding the harsh conditions the environment is straining beneath due to human influence. Through these changes
the brand's personality is inspirational, extroverted, educational, progressive, humble, and down-to-earth, striving for educational realism and
the desire for activism.
Friends of the Earth's rebrand is devoted to using nature and landscape photography to showcase the creatures, locales, and small details that together form our planet we call home, each overlaid in a unique gradient (blue, green or brown) to differentiate the three categories on the website and to produce a unified visual identity.
