Brand refresh – 2023
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.
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.
We supplied a comprehensive set of messaging guidelines to the AFi encompassing the tagline, terminology, brand values, voice and guiding principles.
From wireframes, to interactive prototypes and micro-animations, we designed AFi’s new website as a testament to the updated visual brand.
Is your organisation similarly in need of a rebrand, repositioning or refresh? Contact us.
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