Earthed

About the project

Earthed is a nature-skills platform helping people learn practical approaches to growing, gardening and living in closer relationship with nature. The brand identity began with the logotype sitting on a simple hand-drawn underline. Representing the ground, this line makes the name a visual idea: the logotype is quite literally earthed. That small gesture gives the identity a direct connection to the platform’s purpose. The project brings together brand identity, logo design and campaign design, creating an optimistic visual language that feels approachable while allowing different teachers and course subjects to retain their own character.

Scope of work

• Brand identity
• Logo design
• Colour palette
• Typography
• Brand guidelines
• Campaign graphics
• Course and social media graphics
• Digital content

Deliverables

The hand-drawn underline became the starting point for the rough textures that appear throughout the wider identity. Developed as abstracted moments in nature, these textures extend into the starling murmuration idents, bringing an expressive, organic quality to the brand. Bright colour combinations and hand-drawn marks connect the different applications without making them uniform. The system appears across course and social media graphics, posters, outdoor campaigns, fundraising signage and a branded T-shirt. Brand guidelines set out how the elements work together, keeping the identity recognisable as the applications change. The result is a flexible design system for nature-based learning, rooted in the simple idea of being earthed.

Credits

Copywriting / Strategy

Naresh Ramchandani’s team at Pentagram (prior to leaving as a Partner) including Ashley Johnson and Robyn Cusworth

Photography

Perspective Pictures