A Brighter Future

Sierra Club of BC Foundation

Sierra Club of BC Foundation is an environmental non-governmental organization. The task was to create a visual system refresh that aligned with their new strategic plan, focused on A Brighter Future.

Scope Branding & Visual Design System
Editorial & Campaign
Digital & Social

Team wiseblood consultancy
Sierra Club of BC Foundation

“A Brighter Future” is a celebration of biodiversity. The Sierra Club of BC is working to create a brighter future for all—where humans, non-human neighbours, lands, and waters come together—creating a movement where everyone is welcomed and needed.

To illustrate these connections, we combined image and texture to create a flexible visual language—a mother tree with its vast mycellia network, bears and salmon, or fungi in the forest creating life post-decomposition. By drawing on diverse sources and representing diverse subject matters, we created space for people to see themselves in the greater movement and how we are working to create a brighter future for all.

Letting nature lead, our colour palettes are inspired by the brightest moments in nature across British Columbia. We chose a typeface that has a natural, organic quality while being strong and clear at all sizes. As a contrast, we paired it with an all caps modern condensed sans serif for key datapoints and bold messages.

The overall brand cuts through the noise as a memorable and thoughtful identity. Every level of communication is bright and optimistic to inspire collective responsibility and community-led action.

A special thanks to...

Strategy Daniel Presnell, Lead Strategist

Accounts Carolyn Pheonix, Account Director
Moriah Diamond, Account Coordinator

Creative Dave Smith, Creative Director
Carmen Cheung, Designer

Images Mya Van Woudenberg
Andrew S. Wright
Troy Moth
Thomas P. Peschak
Sierra Club of BC Foundation
iStock / Getty Images

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