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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.
Challenge
The visual identity needed to reflect 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, rooted in their work with land and heritage. The challenge was creating something connected but distinct, something that felt both technical and approachable.
Archaeology for Good Alliance Founding Partners
Competitor Research
A survey of existing organizations in the archaeology and heritage space revealed consistent visual themes: greens, blues, browns, and greys dominate, reflecting the land-based nature of the work. Typography tends toward either rounded sans serifs or traditional serifs, conveying trustworthiness and establishment.
While the direction taken for the Alliance shares some of these foundations, many competitors feel dated and closed off. There was an opportunity to modernize, to create something that feels inviting rather than institutional. An identity that could help grow the Alliance and welcome new partners into its shared goals.
Approach - Initial 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. Some early concepts leaned more earthy in tone.
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.
Approach - After Client Feedback
Following the initial round, 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.
Website
The website 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.
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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