Growing a voice that can’t be ignored

The sun is setting on factory farming. In order to put an end to the climate crisis, we need to get banks to put their money where their mouth is and end investment in factory farms.

We immersed ourselves wholeheartedly in the subject – and held workshops with a wide range of stakeholders to define a brand narrative, tone of voice, visual identity and concepts that could carry them forward and help them deliver their code red warning for humanity.

Amplifying a global movement

Our brand concept takes its inspiration from ‘balance’ – balance of the planet, and healthy and sustainable investments so that communities, biodiversity and nature are in balance and thrive. Our starting point echoed a universal symbol everyone will recognise – the percentage sign. As well as representing a nod to the planet and the circular economy, the circles of the logomark are used as a storytelling device, with imagery, icons or type filling the half circle spaces.

The logo also subtly evokes a dollar symbol, representing the financial flows that the campaign seeks to shift. The strong diagonal line can also be seen as a slashing gesture, almost cutting a coin in half – visually representing the end we want to bring to the financing of harmful factory farming projects.

Using clever illustration and messaging, this concept makes you look and look again through juxtaposition. Using two typefaces means the identity can act as a campaigning urgent voice, or a more credible, quieter brand where needed. We also worked with SFFF on website design and development, creating a platform that’s futureproof, modular and accessible.

Sail are a stellar team: creative, attentive, responsive, and ethical. They have been incredibly patient and flexible, throughout our complex, challenging project! As a campaigning coalition we have many issues (climate, environment, human rights, animal rights and welfare) that we work on, and our brand and website must strike the right balance and resonate across these contexts.

We also speak to multiple audiences, and required a brand identity that could “flex” to fit across more or less formal designs and media. Sail have created an identity that is powerful, iconic, adaptable and which has been well received by our core stakeholders. And we love how Sail crystallised the tone we need to take: “emotive yet credible”. In addition, those closely involved in the process were really taken on the journey of the brand evolution. The early workshops and brand world visualisations, for example: including the quality of the four options explored, and the well facilitated information gathering process, when securing broad input was like herding cats! Finally: as a coalition and group that had not been through a brand and web development process before, Sail’s project management and expert guidance (e.g. on what type of feedback to request, at what stages, to avoid “design by committee”) was greatly appreciated. We have already recommended Sail and will continue to do so.