Salty Air was employed to work on the initial strategy and brand guidelines for Plymouth Council’s Green Minds initiative. Green Minds aims to put nature at the heart of the council’s decision making, recognising its role in shaping a healthy future for all.

A simple but strong narrative infuses the brand's personality with the audience. The visual strategy of Green Minds, aims to show the audience how and why they should care, through simple, emotionally driven messages of connectivity. Connecting the ‘what’, with the ‘who’ and the ‘how’. The logo concept is built on the idea of connectedness and how Green Minds strives to find ways for Plymouth to connect with nature. The topographic lines represent the journey to finding that connection. Using the creative strategy, the logo was designed by Elena Ruiz Ballestero, a student from Plymouth College of Art.

Green Minds           Strategy





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