The Just Rural Transition puts people at the centre of global efforts to transform food and land use systems to meet climate, biodiversity and sustainable development goals. We took on the challenge to create a new brand that reflected its broad-ranging aims, while keeping focus on the people who will be benefit from them.
The landforms and patterns that form the fabric of day-to-day life for those working and living in rural settings inspired our wider brand system. We combined them with honest and striking photography of rural landscapes and those who call them home, and a natural colour palette and organic shapes to keep layouts flowing. This project was a collaboration with our good friends Greenhouse, who worked on the messaging, positioning and broader communication.