BOLDER COMMUNICATIONS FOR THE CLIMATE DECADE
To refresh the Ashden brand and create a bold new tone of voice, positioning the organisation as a trusted voice and leader in the Climate Decade.
Ashden supports proven climate innovation in the UK and the developing world. They help climate leaders attract investment and funding, build their networks and create radical change.
In a crowded space of climate crisis campaigners, we wanted to set Ashden apart with a bold new brand that positions them as the expert voice.
Working with the Ashden team we developed a direct, honest tone of voice that conveys the urgency of the climate crisis, whilst being welcoming and accessible. The new tone of voice gets straight to the point: Ashden does not shy away from talking about the brutal reality of the climate crisis, but always offers a practical way forward. The brand contrasts darkness with light: the darkness of the problem, the climate crisis, finds light in the solutions found by Ashden.
Ashden is sometimes playful, but always clear about the imperative to take action.
The Ashden rebrand was created to reflect the positivity and forward thinking nature of Ashden. Designed using two colour palettes, the 'Ashden greens' symbolise nature, progress and the authoritative voice of the organisation. The secondary palette is bright and vibrant reflecting the activity and energy of the global Ashden community.
The logo was refined to become bold and direct, directly aligned with Ashden's new tone of voice. In addition we created a family of assets, the shapes of which were formed from the Ashden mark itself. This achieved a fresh and new stand alone brand that can also be used alongside impactful visuals - effective across all communication platforms.
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