Discover the transformative branding designed by How&How for the Aruba Conservation Foundation, aimed at enhancing local engagement and ecological preservation.
In January 2024, the branding agency How&How embarked on a significant journey with the Aruba Conservation Foundation (ACF), tasked with crafting a new identity that would resonate deeply with the local community and bolster the conservation efforts across the island. This collaboration marks a pivotal shift from traditional conservation messaging to a more dynamic and engaging community approach.
"We're not just preserving nature; we're amplifying its voice." This statement from Cat How, Creative Director at How&How, encapsulates the new strategic direction for ACF—a direction that transcends mere visual changes and taps into the collective consciousness of Aruba's residents.
More Than a Visual Update
How&How’s challenge was to transform the ACF from being perceived merely as a park management organization to being recognized as Aruba’s authoritative voice on biodiversity and ecological resilience. The rebrand included a strategic overhaul that began with a new name and unfolded into a comprehensive update of the foundation's visual and verbal identity.
"Turning local pride into conservation action." This pullquote reflects the core mission of the rebranding effort, which was surprisingly not aimed at increasing tourism but at fostering local support for environmental conservation.
Integrating Nature with Culture
The redesign introduced a sophisticated color palette reflecting Aruba's diverse ecosystems—dunes, marshes, the ocean, and scrubland. Each color choice was deliberate, aiming to mirror the natural beauty and variety of the island's landscapes.
A new logo and modular illustration system were also developed. The logo merges themes of land, sea, and collective action into a bold marque that commands attention and respect. Meanwhile, the illustration system allows for flexibility in representation, letting flora and fauna ‘grow’ to suit various layouts and applications.
"Our designs reflect our commitment to nature and community." By integrating local flora and fauna into the visual identity, How&How not only highlighted the island’s natural diversity but also engaged the community's connection to their environment.
This rebranding by How&How for the Aruba Conservation Foundation stands as a testament to how thoughtful design can bridge the gap between nature conservation and community pride. It's a compelling narrative of embracing a local spirit to protect and celebrate the natural world, ensuring that the voice of Aruba’s nature is not just heard but also cherished.
Branding and visual identity artifacts
For more information make sure to check out www.how.studio
