On the Edge
A less conservative conversation. How we reconnected the TikTok generation with the climate crisis.
What’s the truth?
In an effort to reach the most critical generations to help avoid a climate catastrophe, On the Edge are using the internet: the very thing disconnecting us from nature in the first place. To turn conservation inside out, they needed an identity that felt at home on TikTok and in a lab.
How’d we turn it up?
We asked ourselves: since when does the conservation conversation have to be so conservative?
We went all in on
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A typographic read of endangered tree frogs, whose markings look like letterforms, to reinforce the dialogue between humans and nature.
Our color 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.
"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."
Design Week | On the Edge
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The Future Laboratory | On the Edge
Brand New | On the Edge
Design Week | On the Edge
The Brand Identity | On the Edge
Print | On the Edge
The Future Laboratory | On the Edge
Brand New | On the Edge
Design Week | On the Edge
The Brand Identity | On the Edge
Print | On the Edge
The Future Laboratory | On the Edge
Brand New | On the Edge
Design Week | On the Edge
The Brand Identity | On the Edge
Print | On the Edge
The Future Laboratory | On the Edge
Brand New | On the Edge
Credits
