On the Edge
Turning conservation inside out for an endangered species charity
The project was developed in collaboration with How&How
We’re living in the middle of a mass extinction event and are too disconnected from nature to notice. This is the problem On the Edge are solving through the creation and measurement of scientific programs, online games and nature documentaries focused on critically endangered species.
On the Edge’s brand identity needed to speak to their Gen Z audience, without alienating the scientists that make up 50% of the company. Bravely unconventional, technologically savvy and relentlessly experimental were the keywords used by their team to describe their work and the feeling they wanted to convey.
The new design system highlights nature’s mechanisms through an icon inspired by skin marks of endangered tree frogs, a colour palette based on bioluminescence (nature's own self-defence and conservation technique) and image distortion effects to represent the blurred interface between our screens and the outside world.
Brand identity
Art direction
Motion design
Website Design
Website Development
Bioluminescence
Our colour palette was inspired by the phenomenon of bioluminescence as an animal's 'conservation' response. More and more creatures (including corals) are adapting to their heating climates and environments by using bioluminescence as a defence mechanism (The Economist, 2019). By entering this alert mode to drive away predators and protect against danger, bright neons could be seen as Nature's own form of conservation.
Related projects
On the Edge
Turning conservation inside out for an endangered species charity
We’re living in the middle of a mass extinction event and are too disconnected from nature to notice. This is the problem On the Edge are solving through the creation and measurement of scientific programs, online games and nature documentaries focused on critically endangered species.
On the Edge’s brand identity needed to speak to their Gen Z audience, without alienating the scientists that make up 50% of the company. Bravely unconventional, technologically savvy and relentlessly experimental were the keywords used by their team to describe their work and the feeling they wanted to convey.
The new design system highlights nature’s mechanisms through an icon inspired by skin marks of endangered tree frogs, a colour palette based on bioluminescence (nature's own self-defence and conservation technique) and image distortion effects to represent the blurred interface between our screens and the outside world.
Brand identity
Art direction
Motion design
Website Design
Website Development
The project was developed in collaboration with How&How
Bioluminescence
Our colour palette was inspired by the phenomenon of bioluminescence as an animal's 'conservation' response. More and more creatures (including corals) are adapting to their heating climates and environments by using bioluminescence as a defence mechanism (The Economist, 2019). By entering this alert mode to drive away predators and protect against danger, bright neons could be seen as Nature's own form of conservation.
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