Urban ReLeaf
Visual system
A fresh and vibrant identity for a future facing green project routed in communities.
Urban ReLeaf is a four year cross cultural EU project that aims to co-create citizen-powered data ecosystems to support climate change adaptation, green infrastructure, and urban design planning. A collaboration between the cities of Athen, Cascais, Dundee, Mannheim, Riga and Utrecht.
The Voroni pattern is a core part of the overall identity system. It is a geometric pattern that divides into regions based upon how close they are to a set of seed points. The pattern is also naturally occurring and can be found in animal fur, cracked mud and foam bubbles.
The divided cell nature of the pattern represents the urban segmentation of green space that the project is exploring as well as having a link back to natural materials.
The logo type is divided into two distinct styles. The first using hard edges and sharp cut-outs to represent the built environment. The ‘ReLeaf’ then evolves and grows into the softer and more organic final form as is the aspiration for the project to transform urban space.
Combining the Voroni pattern and logo type creates a flexible and versatile in both static and motion based applications.
Working with Lauren Morsley we developed an illustration style and colour palette to complement the brand identity. It was also an opportunity to tell the story of the project, inject a human element and have a little fun along the way.
Website
This is where the visual identity, motion and illustration all merge together as one to create a bold and vibrant environment with a solid structure underpinned by research and information.
