Grow Ahead | 2019
Art Direction | Branding | Logo Design
Grow Ahead is a crowdfunding organization for climate resilience in family farming communities. They are at the intersection between environmental and community development work bridging the gap thanks to funding.
We did a rebranding, meaning that they already had a defined visual identity but it wasn’t meeting their needs anymore. The issue was that their logo was visually complicated and difficult to understand at first sight which creates a first level of friction for people who come in contact with Grow Ahead. They wanted something more simple and more inviting with a prominent environmental aspect.
People who donate to them are usually conscious consumers who understand the importance of local communities and who want to take their action a step further. They are sensitive to environmental causes and understand the power of their dollars. Having a clear, simple and welcoming branding was essential as Grow Ahead main goal is to educate and empower communities.
The direction we took was to highlight where their actions have an impact: education, environment and communities. I looked for ways to represent these 3 poles visually and as simply as possible. Then the difficult part was to merge them together to create a unique logomark.
Once we agreed that this icon was the right direction, we worked on the different logo variations to give them maximum flexibility to use their logo in different contexts. We also kept one primary color from their old branding to ensure a seamless transition towards the new one.
