Earth Viable is new advertising platforms designed for the niche market of brands and products that are demonstrably environmentally caring, enables them to communicate a checklist of their sustainable undertakings. These advertisements will appear on the internet, social media and possibly television.

As global warming continues, sustainability and minimal climate impact is increasingly becoming a mandated corporate undertaking. I created a logo for the brand.

An initial brief from the client was to create ‘the wisdom tree’ with a simple, yet pleasing smiley face within the trunk as the logo symbol which represents warmth, compassion and friendliness.

I developed the concept into some variations of the trunk, branches, leaves, smiles and logo shapes. In the result, we reached the to point of the tall and slim trunk with sporting out branches and calm smile with closed eyes.⁠⁠

I choose a serif-based hand-drawn font for the logotype, and picked up three basic colours represents earth, environment and warmth. Throughout the pencil sketch to the final vectorisation, I kept organic hand-drawn lines that contain warmth and friendliness.