AFi
Brand Identity & Website
The Accountability Framework is a roadmap for achieving ethical supply chains that protect forests, natural ecosystems, and human rights.
The AFi’s diverse Coalition supports implementation of these best practices for commodity production and trade worldwide. Playing Field were invited to refresh their brand identity and messaging.
IMPACT AND UTILITY
To create one brand identity — flexible enough to deliver at both an emotional and informative level — we needed to address the lack of personality, distinction and recognition within the existing identity; driving impact and adoption of the Framework, making it more appealing to business users, whilst providing the necessary utility required.
We introduced a dynamic colour palette and flexible typographic system, plus a bespoke set of illustrative iconography.
Brand values,
tone of voice
and messaging
We supplied a comprehensive set of messaging guidelines to the AFi encompassing the tagline, terminology, brand values, voice and guiding principles.
Website design
From wireframes, to interactive prototypes and micro-animations, we designed AFi’s new website as a testament to the updated visual brand. We partnered with Liquid Light who developed and built the AFi website based on our designs.
Join us on the Playing Field. Join us on the Playing Field. Join us on the Playing Field. Join us on the Playing Field. Join us on the Playing Field. Join us on the Playing Field.
Get in touch
Is your organisation similarly in need of a rebrand, repositioning or refresh?
Contact
