My Earth⌁Keep N.I. Beautiful
An MXB Agency Project
Timeline36 weeks
Services
- Art Direction
- Brand Design
- Brand Guidelines
- Project Management
myEARTH (formerly Earth Hub) is a collective platform empowering everyone in Northern Ireland to take action towards tackling the climate and biodiversity crises. Keep Northern Ireland Beautiful partnered with MXB to tackle their visual identity, creating a suite of logo options, including word-marks and icons, colour palettes, illustrations and brand guidelines. I led on this project as Art Director and Lead Designer, co-ordinating brand workshops, over-seeing output and collaborating to deliver the final brand execution.
Research ✎
myEARTH was conceived as more than a brand, it was the foundation for a digital platform designed to encourage environmental action. Research focused on aligning purpose, audience, and tone, ensuring the identity could build trust and feel accessible from day one.
This stage clarified what the brand needed to stand for and, just as importantly, what it needed to enable in the future.
Ideation ⌲
Ideation explored how the brand could communicate clarity and inclusivity across a wide range of audiences. Visual directions were tested for flexibility, legibility, and relevance, with real-world use firmly in mind.
The focus was on creating a system that could scale, rather than a single fixed expression. ⌁See a few of my early concepts below⌁
Feedback ⌁
Structured feedback helped refine the identity into something confident and usable. A required name change early in the process became an opportunity to strengthen the system, ensuring the myEARTH brand was distinct, adaptable, and future-proof.
Dealing with a large group of stakeholders proved interesting but ultimately we built a really good relationship with the myEARTH team. The result was stronger alignment and greater confidence ahead of public launch.
Brand Guidelines ✎
The brand guidelines were designed as a practical tool, not a static document. They provide clear direction for internal teams and partners, supporting consistency while allowing flexibility as the platform evolves.
This gives the organisation greater autonomy and reduces friction as the brand grows.
Solution ✌︎
The myEARTH identity was introduced at the Education for Sustainable Development Forum in May 2024, establishing a clear and credible presence ahead of the platform’s full launch. The next project in the pipeline for 2026, revising the brand architecture of Keep Northern Ireland Beautiful itself.
