Protecting forests and people with a mission-driven brand identity

Working to combat tropical deforestation and promote sustainable land use, Forests, People, Climate (FPC) is a collaborative force of like-minded organizations hoping to affect change. FPC's focus on equitable, enduring solutions underscores their commitment to protecting our forests and the Indigenous Peoples, local communities, and Afro-descendants who care for them.

To broaden their reach and engagement, FPC partnered with Niftic to design a fresh, cohesive brand identity to propel their mission forward.

Rooting decisions in strategy for an objectively effective brand

In every branding endeavor, our priority is ensuring alignment between the brand and its mission. For FPC, expanding their global reach and connecting with committed individuals required strategic decisions that served a greater vision. Our collaboration began with dedicated time to truly understand FPC’s target audiences—their motivators and blockers. This allowed us to authentically capture and articulate their mission while driving meaningful engagement.

Once we had a clear grasp of FPC’s audience, we crafted messaging guidelines to establish a cohesive brand, encompassing everything from its name to its visual identity. Consistency is key to not only build trust and credibility but also pave the way for powerful growth opportunities that remain true to the brand’s spirit.

Together, we defined three core values that ground FPC’s brand:

• Collaboration: each touchpoint embodies warmth, fostering a sense of inclusion and encouraging active participation in their mission. This collaborative spirit reflects their unwavering commitment to pooling resources and minds.
• Trust: enduring relationships with donors and partners hinge on a genuine passion for the mission and the communities it serves. Anything less deters support.
• Purpose: every initiative is made to further their mission, focusing on maximizing impact and implementing concrete, equitable solutions.

With deep insights into their audience and core values, it was time to develop their brand.

Choosing a name that resonates with target audiences

We aimed for a brand name that left no room for ambiguity, clearly articulating the essence of their mission. Forests, People, Climate (FPC) resonates with their diverse audience, united by a shared goal to protect our forests and its stewards. The name highlights who they tirelessly serve and ensures equal weight and recognition.

FPC illustrates the interconnectedness between forests, their inhabitants, and the global climate. Our tropical rainforests, holding unimaginable biodiversity, are also sacred homes of indigenous people, local communities, and Afro-descendants whose preservation efforts echo FPC’s. By safeguarding these vital ecosystems and honoring their stewards, FPC champions the fight against climate change, benefitting global citizens in the process.

FPC’s name serves as a poignant reminder of our collective responsibility—a mentality intricately woven into their aesthetic.

Inspiring action with an intentional, holistic visual identity

When crafting FPC’s visual identity, we applied design thinking principles to help their mission make a lasting impact. Our meticulous, human-centered approach resulted in a vibrant, welcoming aesthetic that perfectly complements FPC’s mission and inspires people to join.

We extracted elements from their new logo to create a dynamic graphic pattern, evoking fluidity and unity across their visual identity. The primary brand colors, offered in both dark and light shades, maintain versatility while staying true to their core brand traits and messaging guidelines. Our headline sans-serif font, distinguished by its warm curves and sharp details, effortlessly blends practicality, elegance, and approachability. Additionally, we designed infographics to distill data into easily digestible visuals, enhancing audience comprehension and engagement.

Forests, People, Climate’s mission-driven brand identity amplifies their cause. Just as one tree doesn’t make a forest, individual efforts alone cannot guarantee global change. Real impact is achieved through collective action and a shared responsibility towards one another and our planet.