Beegreen is a Paris-based environmental foundation talking to four groups at once: the public, partners, donors, and the communities running its programs. The category's visuals- leaves and hand-drawn earth tones- signal sincerity and little else, which is a problem when someone is deciding whether to give you money. I built an identity grounded in credibility and measurable action, using nature symbolism with restraint so the organization reads as capable rather than only well-intentioned.
CLIENT ▸ Beegreen Foundation, Paris, France
YEAR ▸ 2011
AREA ▸ Non-profit — Environmental Advocacy
AUDIENCE ▸ Donor, Partner, Public, Community Program Lead
SCOPE ▸ Brand identity, modular system, print, digital and on-ground applications
SCALE ▸ 1 program, 3 templates, 8-month engagement
ROLE ▸ Brand Designer (Freelance)
TEAM ▸ Brand Designer (Freelance)
PROCESS ▸ Category and stakeholder audit → positioning → identity system → templates and programme applications
YEAR ▸ 2011
AREA ▸ Non-profit — Environmental Advocacy
AUDIENCE ▸ Donor, Partner, Public, Community Program Lead
SCOPE ▸ Brand identity, modular system, print, digital and on-ground applications
SCALE ▸ 1 program, 3 templates, 8-month engagement
ROLE ▸ Brand Designer (Freelance)
TEAM ▸ Brand Designer (Freelance)
PROCESS ▸ Category and stakeholder audit → positioning → identity system → templates and programme applications
The Challenge
A category where every organization uses the same visual language, so sincerity stops being a differentiator
Four audiences with different questions: the public asks what; donors ask whether it works
Many programs under one foundation, each needing its own presence without fragmenting the brand
A category where every organization uses the same visual language, so sincerity stops being a differentiator
Four audiences with different questions: the public asks what; donors ask whether it works
Many programs under one foundation, each needing its own presence without fragmenting the brand
Strategic Approach
Credibility over sentiment. Position the foundation on action and evidence, not on feeling
Keep nature symbolism in reserve rather than leading with it. Restraint is what separates capable from earnest
Built to scale, because a foundation adds programs faster than it redesigns itself
Credibility over sentiment. Position the foundation on action and evidence, not on feeling
Keep nature symbolism in reserve rather than leading with it. Restraint is what separates capable from earnest
Built to scale, because a foundation adds programs faster than it redesigns itself
Creative Solution
Authority balanced with warmth. Serious enough to trust with a donation, human enough to join
Clarity and legibility as the priority, across print, digital, and on the ground at events
A modular architecture that lets each program have a face inside one recognizable system
Authority balanced with warmth. Serious enough to trust with a donation, human enough to join
Clarity and legibility as the priority, across print, digital, and on the ground at events
A modular architecture that lets each program have a face inside one recognizable system
Scope & System
Logo, color palette, and typographic system as the fixed core
Modular templates supporting 2 programs and campaigns
Applications built for volunteers and staff to use, not only for designers
Logo, color palette, and typographic system as the fixed core
Modular templates supporting 2 programs and campaigns
Applications built for volunteers and staff to use, not only for designers
Deliverables
+ Logotype and brand identity
+ Color and typographic system
+ Modular campaign and program templates
+ Print, digital and on-ground applications
+ Brand guidelines
+ Logotype and brand identity
+ Color and typographic system
+ Modular campaign and program templates
+ Print, digital and on-ground applications
+ Brand guidelines
Role & Leadership
Brand Design Lead
Architected a mission-driven brand system that aligned purpose, narrative, and execution across editorial, advocacy, and digital platforms.
Brand Design Lead
Architected a mission-driven brand system that aligned purpose, narrative, and execution across editorial, advocacy, and digital platforms.
On The Work
Non-profit design is usually judged on warmth and rarely on credibility, which is backward.
A donor is making a decision about competence, and competence is communicated through structure, clarity, and restraint long before it reaches the mission statement.
Non-profit design is usually judged on warmth and rarely on credibility, which is backward.
A donor is making a decision about competence, and competence is communicated through structure, clarity, and restraint long before it reaches the mission statement.
A typographic mark with a single graphic gesture, drawn to hold at signage scale and at social avatar size.
The bee is implied through structure rather than illustrated, so the foundation reads as an institution before it reads as a cause.
The bee is implied through structure rather than illustrated, so the foundation reads as an institution before it reads as a cause.
Looking to amplify your mission
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