Human. Nature. You’d think the two would get along, but we’re living in the middle of a mass extinction event and are too disconnected from nature to notice. This is the problem conservation charity On the Edge are solving in a novel way. Through the creation, iteration and measurement of scientific programs, online games and nature documentaries focused on critically endangered species; they are an experimental nature studio increasing the biodiversity of the planet... as well as the internet. 

By deploying online experiments that promote the offline world, they are internet’s nature advocates driving change from the inside. Their premise is unconventional, yet disruptive — aimed at forging a reconnection with nature by manipulating digital tools and techniques in order to shake up the narrative.

On the Edge needed a brand identity, website design and Headless CMS website build: one that spoke to their Gen Z target audience, without alienating the scientists that make up 50% of the company. Bravely unconventional, technologically savvy and relentlessly experimental; these 'internet outsiders' are intent on bringing the outside into the digital realm. 

Our design system therefore used glass panels and literal 'edges' to represent the blurred interface between our online screens and the outside world. Sometimes these appear with more clarity, in others they distort into noise and oblivion. Or extinction. 

TWK Everett by type foundry Weltkern, was chosen for its sharp cuts and edges, and paired with Simplon Mono by Swiss Typefaces for an academic touch.

On the Edge's icon was inspired by the patterns on endangered tree frogs, whose markings look like letterforms and characters. By 'reading' an animal in a typographic way, we wanted to reinforce the communication and dialogue needed between humans and nature. A colour palette (inspired by bioluminescence which is nature's own self-defence and conservation technique) was paired with a strong grid, neon accents and minimal aesthetic in order to counter the huge amount of colourful, zany content that OTE produce.

As featured in:
Print Magazine
Design Week
The Brand Identity
Brand New: Under Consideration
The Future Laboratory
Creative Boom

A new brand identity and website making conservation less conservative for Nature's new digital media agency.

Brand Identity, Website Design & Website Development for On The Edge Conservation

Since when does conservation have to be so conservative? A zesty brand for Nature's new digital media agency.

Turning conservation inside out for an endangered species charity

On the Edge

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We're a creative, branding and digital design agency based in London & Lisbon & LA. We create brands and websites for forward-thinking companies.

How&How | Digital Branding Design Agency in London, Lisbon & LA

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Our colour palette was inspired by the phenomenon of bioluminescence as an animal's 'conservation' response. More and more creatures (including corals) are adapting to their heating climates and environments by using bioluminescence as a defence mechanism (The Economist, 2019). 

By entering this alert mode to drive away predators and protect against danger, bright neons could be seen as Nature's own form of conservation.

Bioluminescence

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Colour Palette

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Secondary & Tertiary Typefaces

Bespoke Pattern Generation

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Red Panda

Gentoo Penguin

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Green Tree Frog

Crowned Sifaka Ring-Tailed Lemur

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Proboscis Monkey

Giant Tortoise

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Icelandic Harbour Seal

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The internet. It’s given us endless access to information, made communication more efficient, and doing business incredibly easy. And like, have you ever tried TikTok? It’s done a world of good, but recently it’s done the world bad. An unnatural side effect of the growing connectedness to data and our second cousins on Facebook is that it’s made us more distant from the natural world. Our world.

Programs to get people back into the outdoors are great, but it’s time someone tries to fix the problem from the inside. On the Edge are using the internet to fight the internet; deploying rapid creative experiments that toss out the old rulebook of conservation and completely rethink how to reach the most critical generations for avoiding a climate catastrophe. They're turning conservation inside out.

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“We're thrilled to have worked with How&How who are creative partners in the very best sense. We had a shape of where we want to take our brand and they deepened our understanding of it and brought it to life." 

﻿From technical details of web design to sweeping brand strategy, graphic design and animation they're professional and delightful to work with.”

Yum Bun

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Flipping the property system for a next-gen disruptor

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Creating a trust movement for a freshly-minted Unicorn

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Visualising human emotion for a global user insights platform

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Growing fuzz for a tree-planting browser app

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Leading the outdoor industry towards a circular future

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Harnessing magnetic attraction in the rebrand of a CX platform

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Making a conservation charity less conservative

ON THE EDGE

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An oasis of calm in the noisy world of ETF investments

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Putting the spring back in the step of a global ad agency

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Raising awareness on car tyre microplastic pollution

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Breathing wisdom and warmth into the leading UX insights brand

USERZOOM

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Raising awareness on ocean plastic pollution

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Funding the agents of change in a sustainable investments app

Growing hope for environmental benefits of restoring sea kelp forests

Work / On the Edge