Project Overview
How to create an identity for a fun-loving social purpose charity with a seriously famous forebear, Charles Darwin? Sum it up with a beard…
Project Commissioner
Project Creator
Team
Wayde Bull - Planning Director
Martin Hopkins - Creative Director
Carrie Dennes - Associate Director of Brand Language
Caroline Leung - Designer
David Cunningham - Finished Artist
Hayden Mathys - Finished Artist
Simon Wright - Executive Creative Director
Dean Varndell - Head of Design Implementation
Sandeep Dighe - Strategy Consultant
Vanessa Meaker - Production Manager
Project Brief
Chris Darwin, the great great grandson of the legendary Charles Darwin seeks to honour his forebear’s famous conservation work and make it relevant to our modern lives. Chris has founded a not for profit called The Darwin Challenge, to inspire individuals to make small changes in their behaviour that, if adopted widely, will drive serious social impact. The group’s first initiative is a mobile app that encourages all of us to pledge one meat free day per week and drive an improvement in our personal health, in the welfare of animals and the health of our planet.
Project Innovation/Need
In branding the new group, the most ‘ownable asset' was Charles Darwin himself. His trademark beard was the basis of our playful logo design that lends itself to a group of social impact campaigners with big hearts.
Design Challenge
An identity and language that’s fun and accessible to everyone. Boldly featured in the group’s [limited] marketing communications but also easily integrated into the brand’s [much more extensive] social media activity.
Effectiveness
The Darwin Challenge identity was launched to help support their successful crowdfunding efforts to underwrite the development of the first Darwin Challenge app. The app has just launched on 12th June 2017, to coincide with World Meat Free Day. Following media coverage on Channel 7, the app far surpassed the initial goal of 30 meat-free days per day, receiving pledges of 400 meat-free days each day.
“Working with Principals was the seminal and pivotal parts of creating The Darwin Challenge brand. Not only did Principals help us define our mission but when they unveiled the beard branding, we all thought: That is so clever and so right. Principals are an incredible company." Chris Darwin, Co-founder & CEO
Graphic Design - Identity and Branding
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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