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Branding, Digital, UI/UX
Branding, Digital, UI/UX
Overview
While most industries are built on competition, the Archaeology for Good Alliance is built on cooperation. Archaeology is facing unprecedented challenges due to a shortage of qualified field directors and permit holders. The Alliance was formed to address this while pursuing broader goals: assisting Indigenous communities with cultural heritage management, decolonizing practice through inclusion and early consultation, supporting First Nations' goals for heritage sovereignty, and doing excellent, ethical work. The project scope included both a website to communicate this mission and a visual identity to unite the founding partners.
Website
The website created is focused on education and access, highlighting the Alliance's work and showcasing its beauty through photography taken almost exclusively by the team. As a tight-knit organization, there was a clear desire to feature everyone involved, reinforcing the collaborative spirit at the heart of the project.
Identity Challenge
Beyond the website, the Alliance needed a visual identity that reflected this collaborative, purpose-driven ethos while relating visually to the two founding organizations, Kleanza and Circle. Both use circular forms in their branding, warm and welcoming shapes, alongside green given their connection to the land. The challenge was creating something connected but distinct, something that felt both technical and approachable.
Initial Logo Concepts
Typography exploration moved between two directions: round, geometric fonts that read as friendly and accessible, and monotype fonts that reflect the technical nature of the work.
Beyond the wordmark, there was a desire to introduce a supporting shape. Circles were explored given their presence in both founding logos. However, the asterisk emerged as a stronger option. It suggests a central meeting point, different collectives converging toward a shared goal. There's also a secondary read: "Archaeology for Good" almost functions like a notation, a deliberate calling of attention to the fact that this work is done with intention and purpose.
Final Logo Selection
Following multiple rounds of concepts, colour became the central discussion. Given the environmental focus and the green present in both Kleanza and Circle's identities, early directions leaned on greens alongside blues and earthy oranges. A recommendation was made to limit the palette to two colours, three at most, to maintain impact and flexibility across applications. The client responded positively to the variety of natural tones, ultimately selecting a direction featuring a golden yellow as the primary colour.
Conclusion
The final identity and website reflect an organization built on cooperation, ethics, and shared purpose. While the delivered logo took a different direction than initially recommended, the system works cohesively across applications, grounding the Alliance's mission in a visual language that feels warm, intentional, and connected to its founding partners.
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