Briefing
Design a new brand or re-imagine the communication of an already existing one, focused on comunicating the news around a sustainable development goal.
Our goal
Create a new brand where sharing, exploring and showing concern for the world surrounding us are the main foundations. The goal of this app is to be a social media platform used to connect schools, educators, parents and students and those interested in the recent world news concerning Life on Land.
Communication and Brand Design
A brand built from scratch around one of the UN Sustainable Development Goals: Life on Land. The result is a social media platform that connects schools, educators, parents and students, and helps them share and follow the latest news about the world around us. I developed the whole brand: vision and mission, archetypes, target audience, competitor analysis, values, design system and the way it speaks to its audience.
News about the environment can feel heavy, far away and easy to scroll past, especially for young people. The challenge was to create a brand that makes this news feel close, relevant and worth sharing, and that gets it to the people who can act on it.
I chose the goal “Life on Land” because it cover everything we stand on and depend on; the food we eat, the ecossystems around us and us as a part of them. The land is our foundation, so it made sense to build something that encourages us to protect it.
Vision and mission
The platform’s goal is to educate children and adults about what’s happening to the land we live on, and to encourage them to take action for a better future. School is where we learn who we are and start our journey in life, so that’s where the brand begins: connecting schools, educators, parents and students in one place.
Visuals
Moodboard
The mood is a nature adventure. I used the colours you naturally find on land, tied to the goal itself, along with the colours of bees. Bees became the heart of the brand’s look because of their importance to ecosystems, the way they communicate and how they travel to gather what they need, which is a good picture of what the platform does with information.
Logo
Wordmark Logo
Letterform Logo
With the moodboard and the bee defined, I brought both into the logo. The name plays on “buzzing” in two ways: it’s a nod to the bees, and it’s what we say when our phone is buzzing with notifications, which fits a social media platform.
Color palet
I used a triad, inspired by bees and by other animals that match the identity of the brand.
Typography
The system uses two fonts for consistency. The title font is a sans-serif, which gives a more relaxed, approachable feeling. The body font is a serif, chosen for readability in longer, more descriptive texts. Both use colours from the brand palette.
Collaterals
Social media assets
LinkedIn cover
Landing page
Instagram Post and Story
