An identity that reads as a promise.
Mark, applications, and a launch microsite.
PureEarth · Public · Sustainability
- PureEarth
- Identity
- Web
The result
- donor sign-ups
- +33%
The story
The brief
Mark, applications, and a launch microsite.
The kind of problem
Projects like this usually exist to fix one of a few familiar problems. These are the ones we see most often in branding & identity work.
- A brand that only works on one surfaceA tidy website and a prospectus that looks like someone else's. We design for every touchpoint a customer meets.
- No rules for the next personAn identity that decays the moment the designer leaves. Guidelines and templates keep it coherent without us.
What we made
- IdentityRules for colour, typography, imagery and layout. Together they make the brand recognisable without the logo on the page.
- WebThe website: designed for one clear next step and built for speed and accessibility.
The outcome
- donor sign-ups+33%
How work like this runs
PureEarth’s published scope was identity and web. This is how our branding & identity work is run, from first conversation to handover.
Listen and audit
We read your category and your customers, then your current materials. We note where the brand argues with itself.
Sketch directions
Concept routes on paper first: cheap to throw away, expensive to fall in love with.
Design the system
The chosen route becomes a full identity. It covers the mark and the colour, the type and the imagery, with the rules to keep them together.
Apply and hand over
We design the real applications: print, packaging, digital, then document the system so your team can run it.
If you are facing something similar
Before you commission a rebrand or a first identity: six things worth settling first, whoever you hire.
Agree who owns the files
Source files, fonts and licences should be yours at handover. Get that in writing before work begins.
Ask for guidelines your team can run
An identity that only the original designer can apply will drift within a year. Templates and clear rules keep it coherent without us.
List every place the brand shows up
Prospectus, packaging, signage, invoices, social, the website. An identity is judged on its weakest surface, so know the surfaces before you scope the work.
Collect what you already have
Old logos, printed pieces, photographs, reviews. Some of it is equity worth keeping and some is baggage; you cannot tell until it is on one table.
Lead with the outcome for a person
People respond to what changes for someone, not to the size of the programme. Make that the first thing a visitor sees.
Make giving or joining easy
A clear next step for supporters matters as much as the story. Partners and volunteers need one too.
What usually goes wrong
Three patterns we meet often in branding & identity work, and the quiet cost of each.
Too many approvers
Feedback from eight people averages into a design nobody dislikes and nobody remembers. Agree one decision-maker and two voices before the first presentation.
Forgetting the small surfaces
Invoices, email signatures and WhatsApp profile pictures get seen more often than the hoarding. Leave them unchanged and the new brand looks unfinished.
Treating launch day as the finish
An identity matters in the second year, when a new person has to apply it. Without templates and rules it drifts back to whatever is quickest.
Where this sits
Strategic positioning and a visual identity that earns the price you want to charge.
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- DNS PointersA precise mark for a precise consultancy
Foundations, festivals, edtech for the underserved. We bring the discipline of a commercial brand to mission work.
Foundations and public programmes often have strong work and weak presentation. Their brand has to earn attention against better-funded causes. Donations and partnerships follow from that.
The advantage of mission work is clarity of purpose. The task is to express it simply and consistently enough that a stranger understands and trusts it quickly.
Our work in Public goodQuestions about projects like this.
Something we haven’t covered? Ask us.
What did the PureEarth project include?
The published scope was identity and web, for PureEarth (Public, Sustainability). The pieces delivered are listed above, with what each is for.
How long does an identity project run?
It depends on the scope: a stationery refresh and a packaging system are different jobs. The proposal sets the stages and the dates before work starts, and the published projects on this site show the range, from a 7-week launch to larger rollouts.
Can you work with a brand that is already partly in use?
We audit what exists and keep what is working. What is not working gets replaced. The rollout is planned so old and new versions do not sit side by side for long.
What is the real difference between a logo and an identity system?
A logo is one mark. An identity system is everything around it: colour, type, imagery, layout and tone. With a system the brand stays recognisable when the logo is missing. Most brands that feel inconsistent have a logo and no system.
Do you take on more Public good projects like PureEarth?
Yes. PureEarth is one of our published Public-good & Mission projects, and the Public good page lists the others along with how we approach the category, so you can judge the fit before you write.
Should mission-led brands invest in good design?
They should. Clear, well-made design signals that the programme is run with care. That supports donations and partnerships.
How does an identity help a rollout across regions?
A simple, well-documented system lets local teams produce material that still looks like one organisation, without waiting on a designer.
Have a brief like this one? Let’s talk about your branding & identity.
We reply within four working hours, from a person.
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