Inner Green Deal, Brand Identity

Challenge

Define a brand DNA strategy and create a brand identity for Inner Green Deal, a non-profit organisation which cultivates sustainable, compassionate and collaborative leaders. Inner Green Deal's vision is to facilitate systemic change through key persons in order to achieve the sustainability goals defined by the European Green Deal.

Idea

To achieve outward change, we need to effect inward change.These leaders will then influence their organisations and clients towards the Green transition and a sustainable future for our planet. As the future is something intangible it allows lack of action. To overcoming indifference and apathy a call to action was created to declare accountability. By mindfully being 'present for the future', leaders are inspired to take ownership for climate change. The future is literally in our hands and we should raise our hands to show that we are present for the cause.

Result

The outcome was a logotype and brand identity based on the raised human hand. The logo shows 5 fingers of a raised hand coming together to support, verify and acknowledge their accountability towards a green future.The form shows a green leaf rising, with lines moving together like a race track towards a goal. When we pledge, we raise our hand, we show pro-action.