BRAND STRATEGY • IDENTITY • ART DIRECTION
Project | Rainforest Partnership Rebrand
THE GOAL was to create a strong brand image to differentiate and position Rainforest Partnership as a leading rainforest conservation organization. The key to this objective was to create a logo and imagery as well as communication materials that highlighted the organization's one-of-a-kind mission.
A few problems the current logo and brand encountered were brand confusion with other long standing rainforest conservation organizations, the reach for the current brand was older with a limited target audience, and the inability for the logo to scale or be used on various mediums for print.
THE TONE OF THE ORGANIZATION WAS SET:
"We use a young and informal yet informed voice. Our communication style is less of a command and more of a call to action. We are relevant in our content, and like to include engaging media and links to happening topics in our content. The best message is one that stands out from the crowd. Among rainforest conservation organizations we are distinct because of our model, our youth, and our connection to cultural relevance. We aren't afraid to make a statement, whether its joy in our successful projects or disappointment in politicians and world leaders for holding back progress on climate action."
THE PROCESS began with a call for designs from volunteer designers across the globe. Parameters where provided, including:
Some form of the butterfly must stay
Two logo formats were needed: square and rectangle to be used interchangeably
The logo should be easy to print in one color and scalable for various mediums
Designers were asked to design around the concept of fresh, innovative, modern with an organic approach to rainforest conservation
Three designers submitted designs, and after the initial review a designer was selected. The designs went through another three official rounds of reviews and edits before the final look, color and typography were selected. After the look, feel and tone were defined additional branded materials were developed to create a cohesive brand for all of the organization's activities.
THE RESULT was a distinct and differentiating visual style that could be applied to all forms of communication. Additionally extensive communication guidelines and documenting the visual style were designed to allow consistent and coherent imagery and content. With the new brand Rainforest Partnership can now reach their full potential as an international rainforest conservation organization with a global reach and influence.