SAFER
Earth
A carbon-removal science story rewritten from scratch through live client comments, landing on a system best described 'Clean & Concise'.
Chosen direction
“The icon is a droplet that also reads as a leaf, because the whole idea is bringing the ocean’s algae onto land. The curves inside show carbon cycling and the arcs above show sunlight; we adjusted the A in the wordmark to follow the same curve.”
“SAFER Earth has serious science behind it, with eleven patents and a pilot site in Morocco, so the voice had to sound like the founders talking. We wrote it to be restorative and assured, focused on renewal rather than alarm, because industries and investors respond to calm confidence far more than to climate panic.”
- Style Guidelines v1 - 10 Sep
- CR2 - 10 Oct
- CR3 (post rewrite) - 15–16 Oct
- Final Art - 20 Oct
The style guide even documents a protocol for briefing AI writing tools to stay on-brand - an unusually forward-looking deliverable at the time.
Final output
- Brand Identity Guidelines FAPDF / INDD / IDML
- Schneider partnership deckPPTX / PDF
- Primary logo suiteFolder
Guidelines showcase
A look inside the SAFER Earth identity guidelines document itself.
- Cover, identity guidelines v1.0
- Creative direction: clean and concise
- Primary logo, reversed lockup on Royal Blue
- Logo explanation: the droplet form, movement and layered curves
- Circular logo lockup, for favicon and social profile use
- The watermark: the SAFER Earth mark used low-opacity behind photography and decks
- Instagram series: from a single thought to a global system of regeneration
- Instagram series: the science and technology behind carbon removal
- Instagram series: partnership model and the pilot facility
Scape
A SALT case study · CREST Q2 2025.