Description:

As a trusted and expert voice on both biodiversity loss and regeneration, the new council seeks to inform and empower all Australians to act. By making it crystal clear what every citizen, corporate and government body can do, in order to help reverse biodiversity loss.
This inclusive spirit led us to a powerful brand idea – it’s up to all of us. We’ve created a warm and inclusive brand to connect with diverse audiences from concerned citizens, to business leaders and policy makers, seeking to engage them all in the pressing issue of biodiversity loss in a way that’s always informative, constructive and action oriented.
Once the strategic platform was set, we developed an identity to celebrate the beauty and diversity of Australia’s wildlife at risk. At the heart of this system are the building blocks of life. A modular design that captures the vibrancy and variety of life in contemporary and colourful abstract forms. Fusing scientific credibility with natural wonder.

A key difference we sought to build into the new brand was a constructive, action-oriented tone of voice that stems from the council’s body of academic experts, who understand the practical actions that are needed to stem biodiversity loss. While many conservation bodies adopt a combative voice of protest, the Biodiversity Council seeks to build coalitions of support across public and private sectors, to drive genuine change.

We also jettisoned the idea of adopting a single figurehead species as the focal point of the new brand identity. We instead sought to build an identity that champions biodiversity, in all of its amazing forms.

At the heart of the new visual identity are the building blocks of life. A modular design system that captures the vibrancy and variety of life in contemporary and colourful abstract forms. These blocks create the logo and inform an extended visual language across all the Council’s touch points.

Along with a nature-inspired palette of warm and cool tones, intelligent typography, and a rich photographic style that document the Council’s work. The resulting visual identity combines scientific credibility with the vibrancy and variety of life.

The new brand identity and voice were unveiled at the launch of the Biodiversity Council in December 2022 at a prestigious event officiated by the Minister of the Environment and the Vice Chancellor of the University of Melbourne.

Lead Councillor Professor Brendan Wintle shared these words at the event, succinctly capturing our impact:

“The Biodiversity Council is a complex organisation that brings together diverse experts to advocate for better outcomes for nature and people. Principals guided us through a process of articulating our purpose and mission and crystallising our story. The process helped us understand ourselves. As a result, the narrative and visual identity that emerged was embraced confidently by the whole organisation. With a sense of purpose, we are growing strongly.”