Designing the rules for real change

Context
The Global Maritime Forum, together with many organizations, has been working on a set of principles for banks to integrate climate considerations into their lending decisions. They asked us to develop the visual identity, logo and brand manual of the Poseidon Principles, as well as the official website.

Process
We started analyzing the context of the Principles, originated in one of the Global Maritime Forums, by looking at their key messages and actors involved. The visuals required for some creativity combined with a practical message, effective and clear. We wanted the logo to be the result of a conceptual connection with the work of the GMF and, at the same time, the expression of a new sense of urgency.

Solution
We played with both the meaning of the naming and its messages and came up with a visual summary of all these inputs: there’s a direction to be taken, a series of actions along common objectives, a large variety of possible paths over time. All of them act within the framework of a solid structure given by the GMF and the collaboration with the other entities. The visuals were then applied to the report and the website.