Thrive Conservation Indonesian branding project

Thrive Conservation is an Indonesian-based environmental group. After seeing our previous brand identity projects in the green sector, Thrive contacted graphic design agency Superfried to develop their branding strategy. They aimed to focus on the significant conservation gaps across the archipelago generally overlooked due to their remote locations, and severe shortage of capacity and funding. Few positions existed for Indonesians to work in the sector, so Thrive wanted to address this by establishing long-term jobs in conservation with opportunities within challenging front-line projects.

With such an important role in the future of our planet and a young target demographic, initial design ideas involved a superhero-style frame enclosing a fluking whale to represent the initial letter T. Despite a background in marine conservation, the new group would cover all forms of flora and fauna so a broader creative solution was required. Various design iterations were explored, but complexity and scale were consistently a concern.

Stripping it back, the initial idea came back into play. The realisation that the tail of a whale could simultaneously represent a flying bird or a plant covered the diversity and simplicity required.

For the typography, the suggestion of flourishing and thriving was explored. By slicing the bespoke lettering into vertical strips it was possible to subtly convey a sense of growing in strength and number over time. This design process led to the final creative solution.

The brand identity was tested thoroughly to ensure it worked in all scenarios. Minimal and detailed versions of the logo and logotype design were developed to ensure success at all scales. Additional logo lock-up arrangements were also devised to cater to changes in aspect ratio. Typeface selection, information styling and graphic devices were subsequently developed for the graphic design of marketing collateral. This included proposal decks and an animated logo ident for use with video content. With the design assets in place, we could focus on the design of the website.

Thrive Conservation website