Nature Braid

Weaving science and culture together

Nature Braid is an advanced environmental analysis tool that helps users understand the impact of land use, management, and climate on ecosystems and the environment. It utilises fine-scale spatial data to provide detailed insights into the flows of energy, water, mass, and contaminants through landscapes and water bodies.

With the ability to compare the current state of a landscape with its potential capabilities, users can make informed decisions that balance both environmental and human needs. Nature Braid can be applied in a variety of fields including sustainable development, conservation, sustainable tourism, restoration, and policy-making.

It provides users with the ability to weigh up the environmental impact with the financial costs to make the best decision. It is a valuable tool for farmers, Iwi, academics, professionals and organisations looking to make data-driven decisions for a more sustainable future.

Obvious was approached by the Nature Braid team to strengthen the brand narrative, visual identity and website to better reflect the important work that they do and the values that they stand for

Working with the Nature Braid team allowed us to immerse ourselves into a new industry with a shared passion for social and environmental impact. Together we created a stunning new identity that did justice to their incredible environmental efforts.

One of the design challenges with this project was to make a highly scientific product and brand feel approachable, user friendly and engaging.

Much emphasis had been placed on the technology and science around the product which though, very impressive, lacked a brand narrative that built relevance and connection.

Workshops with the Nature Braid leadership team uncovered the purpose of the product and vision for the brand, showing that preservation and success of the environment is key, and holds strong cultural significance.

In conversations with Te Ao Māori consultant Ra Smith, we created a visual identity that held compassion for both culture, and ecological care embracing the concept of Kaitiakitanga; Guardianship and protection of the land and caring for and protecting our environment for future generations.

Tūrangawaewae also influenced the brand creation as it outlines how ‘the external world is a reflection of an inner sense of security and foundation.’

A number of supporting values have been woven throughout the brand including Tika, Manaakitanga, respect, innovation, progress, expertise and knowledge.

We thoroughly enjoyed the collaborative nature of this branding project and have grown from cultural insight we gained as a team in the process.

Visual Identity

The development of the Nature Braid brand icon has been inspired by the concept of Tūhononga and the idea that people and the environment can thrive harmoniously together. It abstracts the aesthetic of traditional Māori flax weaving – symbolising strength and unity. Additionally, the natural layering of environments from soil and water to the hills, mountains and sky is indicated with the specific lines.

Colour

The colour palette is inspired by the natural environment. Individual colours can be paired together beautifully or used independently to ensure a versatile and professional aesthetic.

The brand typography is sophisticated, strong and elegant. The uppercase word mark provides an added sense of authority and integrity which reflects of the tone of expertise and quality work.

We created a variety of patterns to compliment the design direction and continue to build upon our concepts. Through discussions with the client we understood that photography would be tricky to get at times but it was important to have a visual solution for supporting detailed communication.

Why is a Brand Book important?

To round off the Nature Braid project we created a brand book. A comprehensive guide that outlines the key elements of a company’s brand identity, including its mission, values, personality, and visual and verbal guidelines. It serves as a tool for ensuring consistency and cohesiveness in all of an organisation’s communications and marketing efforts.

There are several reasons why a brand book is important for any organisation:

Consistency

A brand book helps to ensure consistency in all of an organisation’s communications and marketing efforts, which helps to build trust and credibility with customers.

Clarity

A brand book provides clear guidelines for how the brand should be represented visually and verbally, which helps to ensure that all communications are accurate and effective.

Differentiation

A brand book helps a company to clearly define its unique identity and position in the market, which can help to differentiate it from its competitors.

Internal alignment

A brand book helps to align all employees and stakeholders around a common vision and mission, which can lead to more effective internal collaboration and decision-making.

Long-term planning

A brand book can serve as a foundation for long-term planning and strategy development, providing a clear roadmap for the company’s future growth and success.

Overall, a brand book is a crucial tool for any organisation

As it helps to ensure consistency, clarity, and differentiation in all of its communications and marketing efforts, while also fostering internal alignment and supporting long-term planning. It is important to note that a brand book is a living document meaning that it is never just ‘one and done’, it evolves and changes as the organisation matures and grows.

The beginning of any good brand book starts with an in-depth and comprehensive strategy. By doing extensive research of current users, marketing and competitors we were able to identify the needs of Nature Braid and shape a brand workshop that addressed these needs specifically.

Bringing together the core members and stakeholders of Nature Braid allowed us to work together to create brand essentials such as vision, values, purpose and personality, and make sure that the influential members of the Nature Braid were in alignment with what the brand was about.

A creative and interactive workshop allowed everyone to think outside of the box, resulting in a brand that is fully formed, and considered.

By following the steps of an effective workshop we created a comprehensive, effective brand identity followed by a brand book that will serve as a valuable tool for guiding all of Nature Braid’s communications and marketing efforts.

Nature Braid continues to frontier environmental science in New Zealand and overseas. We thoroughly enjoyed the collaborative nature of this branding project and the cultural insight we gained as a team from working closely with Ra Smith. Obvious is very proud of the branding work produced for Nature Braid and look forward to seeing the identity in action reflecting such meaningful work.