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

Making conservation less conservative for Nature's new digital media agency.

On the Edge Brand Identity, Website Design & Website Development

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

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

We use Google Analytics to track and record your movements on the Website, where you came from and what pages you access. This data is not connected to any personal information.

We use Hubspot for Website analytics and marketing automation. This data is anonymous unless you fill in a form and your contact details are added to our database with your consent.

We use Leadfeeder to see what company IP addresses our traffic is coming from. This data is not connected to any personal information.

We use Hotjar to record session information to see how people use our website. This data is not connected to any personal information.

Our Website uses Cookies to ensure you get the best experience on our Website.

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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.”

With special thanks to CEO Johnathan Baillie for being such an encouraging partner; as well as Kim, Will, Houda and all the OTE team working to reconnect people with nature.

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