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We created belief …

for a renowned institute through a rebellious rebrand

Building on respected DNA

Newfound organisational independence meant globally respected conservation NGO The Luc Hoffmann Institute wanted a game-changing new direction. A new brand would need to maintain the Institute’s DNA while entirely reinvigorating how it engages everyone from academics to donors. No stone could be left unturned: the rebrand would include a new name, logo and website - and a look and feel imbued across every touchpoint.

Unearthodox logo on dark purple background with orange circular waves, text reads 'uneathing solutions', 'for planet earth', 'unearthodox thinking'
Beige text on a dark purple background reading 'Big [in bold type] . Slow moving [in italitc type]. Traditional. Conservation as we know it is no longer enough. We spark systems change and social innovation for nautre regeneration.' 'U' for Unearthodox logo sits at the bottom.
A maverick spirit

Inspired by conversations with stakeholders, partners and innovators, we discovered something unique and remarkable about the Institute: an unconventional, determined and even radical spirit. It’s this spirit that drives its work to regenerate nature and conservation around the world.  A powerful brand positioning was born to embody this maverick philosophy that challenges convention and encourages the unexpected: ‘rebel to regenerate’.

Seascape image in an orange frame with flamingo birds flying above and text overlaid, reading 'against one tide'
Radical pragmatism made real

The positioning informed a thorough naming exercise that saw us arrive at a unique portmanteau – ‘Unearthodox’ - a name befitting the radical pragmatism that makes the Institute and its people so unique. We developed a new tone of voice and an exciting visual language, taking in dynamic new photography and motion graphics, to reflect the new positioning. Finally, we used the new brand as inspiration for a new-look website that served as the focal point for the launch.

Divided image, one half in dark purple with letter 'u' and 'n' and half an 'e' outlined in beige; the other half shows a corner of a phone screen on a beige background, with Unearthodox app logo sitting in the corner.
Icons, including a leaf and a magnifying glass on a dark purple background
A website screen sitting on top of an orange-brown wavey, layered sand-like textured background, the web screen shows an image of a surfer and the text 'A future that regenerates life on earth'
A computer sitting on a grass background, the screen shows Unearthodox's website, the title reading 'Diverse thinking that brings about real change'
A tablet on top of a wood stump, on the screen there is an image of honeycomb and bees and text reading 'Making a buzz about pollinators'
Outdoor poster adverts showing wave patterns of Unearthodox branding, one reads 'Fostering unexpected connections' another reads 'Reimagining regenerative futures'
Two books, horizontally stacked against a dark background, the top one has an image of a gorilla on the front and reads 'A new breed of conservation'
A phone sitting sideways in waves of earthy sand, the screen shows the word 'unearthing'