QRFN – Quick Response Fund for Nature Branding for nature

The Quick Response Fund for Nature [QRFN], is a philanthropic collaboration focused on protecting some of the world’s most critical sites for endangered species. Opportunities to purchase key landscapes are often missed if time consuming fund raising is required. QRFN provides access to immediate investment as opportunities arise. Having worked with us before for various projects – World Oceans Day . LEAF . Don't Let Them Disappear . Elephants . Sharks – founders, the Leonardo DiCaprio Foundation, commissioned design studio Superfried once again to develop the brand identity.

QRFN supplies rapid financial support for all landscapes and species so it was requested that the branding should represent a mixture of flora, fauna and, if possible, also convey time. This was a rather challenging proposition. For the inclusion of time, initial research of ideas around clocks proved problematic, so a more abstract approach was adopted leading to an hour glass. This allowed for much more creative freedom and expression. The sand could now be manipulated to suggest the presence of mountains and rivers in the upper chamber leading to the formation of a plant in the lower chamber. With time, flora and land featured next was the wildlife.

The client requested the fauna to convey both land and air based species. After experimentation with various animals for the design, it was surprisingly the cheetah and parrot that proved to be the most effective. Thorough testing found they offered the most immediate recognition and closest symmetry at all scales.

With the logo design resolved, we started to look at the typography for the logotype. The organisation had a rather long name, so it was clear that an initialised version would be required. Bespoke letterforms were developed for the initialised wordmark using a robust slab serif style reminiscent of branded wooden crates transported throughout the world.

To convey the 'quick' nature of their approach the tail of the Q was extended to connect and simultaneously form the angled stroke of the N, reflecting the rapid progress from availability through to purchase of critical landscapes. To ensure versatility in all scenarios various lock-ups and arrangements were created in addition to testing via mock-up designs for key marketing collateral.

For marketing and fund raising simple promo animations were subsequently designed and developed. To convey the broad scope of QRFN's work they featured an eclectic mix of photographs selected to include all forms of flora, fauna and landscapes. The shots were then simply run sequentially on a rapid loop to reinforce the pace at which action must be taken.

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Quick Response Fund for Nature