Thrive Conservation Indonesian branding project

Thrive Conservation are a new Indonesian based environmental group. After seeing our previous branding work in the environmental sector, Thrive contacted design studio Superfried to develop the identity. Their aim is to focus on the significant conservation gaps across the archipelago generally overlooked due to their remote locations, severe shortage of capacity and funding. Few positions currently exist for Indonesians to work in the sector, so Thrive want to address this by establishing long-term employment opportunities within challenging front-line projects.

With such an important role in the future of our planet and a young target demographic, initial ideas involved a super hero style frame enclosing a fluking whale to represent the initial T. Despite a background in marine conservation, the new group would cover all forms of flora and fauna so a broader solution was required. Various directions were explored, but complexity and scale was consistently a concern.

Stripping it back, the initial idea came back into play. The realisation that the tail could simultaneously represent a flying bird or a plant covered the diversity and simplicity required.

For the typography the idea of flourishing and thriving was explored. Via cutting the bespoke lettering into strips it was possible to subtlety convey the idea of growing in strength and number over time.

The branding system was tested thoroughly to ensure it work in all scenarios. Minimal and detailed versions of the logo and logotype were developed to ensure success at all scales. Additional lock-up arrangements were also devised to cater for changes in aspect ratio. Font selection, information styling and graphic devices were subsequently developed for the design of marketing collateral including pitch decks, animated ident and the website.