Australian Conservation Foundation is a leading, influential NGO, standing for ecological sustainability. ACF with its strong member support base has supported grassroots campaigns to political lobbying for the past 50 years.
In order to shift public’s perception of environmental issues from deep ecology to encompass broader environmental, economic, social and cultural issues, and as an outcome of recent strategic planning, ACF was seeking a bolder and sharper appearance and approached Loupe Studio to redevelop its visual identity.
Our comprehensive response commenced with a fresh, dynamic yet simple design of the logo mark, the three-leaved symbol. The leaves have been an iconic brand asset throughout the organisation’s 50-year history and are beloved by ACF members. Subsequently to finishing the revitalised logo, we created an extensive body of accompanying identity elements. A vibrant and nature inspired colour palette, bespoke and evocative illustration set, typeface selection etc. Together these elements provide the structure for the design development of all print and online identity communication material.
In summary, we provided ACF with a clear, confident and accessible brand identity suitable for the organisation’s multifaceted outreach needs and flexible for long term application roll-out.
Identity applications (across all medium including stationery, publications, signage, web skins, e-newsletter, banners among many other items)
Internal office document templates
Comprehensive internal and external brand style guide