BRAND
DESIGN DIRECTOR AT MOXIE COMMUNICATIONS
DESIGN DIRECTOR AT MOXIE COMMUNICATIONS
The New Zealand Agricultural Greenhouse Gas Emissions Research Centre (NZAGRC) was proving to be a bit of a unmemorable mouthful as a brand.
The first cab off the ranks was identifying a new name to build visibility for the brand and greater understanding of what it does. Testing confirmed Ag Emissions Centre as a winner with all stakeholders. With a name in the bag, we created a new logo and visual identity.
The client’s team wanted an identity that spoke of emissions reduction but also one that was recognisably Kiwi in international markets. We designed an icon that can be seen as both downward facing arrows and a New Zealand fern. We further supported this concept of reduction by lightening the type as it reads from left to right. The colours in the fern represent the healthy skies and land and the use of black underlines the New Zealand identity.
