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 ✎
The discovery phase began with an in-depth workshop alongside my Creative Director, Barry McCabe, and the Keep N.I. Beautiful team. Our goal was to define the brand’s personality, explore typographic inspiration, and refine the use of colour and illustration. This collaborative session, coupled with extensive industry research, enabled me to craft a detailed creative brief. This brief provided the wider studio team with a clear foundation to begin ideating, ensuring we explored a broad yet focused range of brand directions.
Ideation ⌲
Working alongside designers Hannah Faulkner, Steven Mooney, and Rachel Burke, we each developed unique concepts that I consolidated into a refined presentation for the next phase. Our process involved multiple iterations, experimenting with colour, wordmarks, emblems, and real-world brand applications to ensure adaptability across touchpoints. This phase, the heart of any branding project, was where we truly brought the brand identity to life. I structured the presentation deck, added strategic rationale, and led the presentation to the Keep N.I. Beautiful team. ⌁See our concepts below⌁
Feedback ⌁
Once we’d gathered and interpreted client feedback, the next phase was refining their preferred direction. This phase remained highly collaborative, ensuring the final design not only met expectations but exceeded them. The outcome was a brand identity that felt both authentic and strategically positioned for impact. A copyright conflict with the original name, Earth Hub, prompted a re-naming exercise. I then reworked the logo compositions, developing a flexible and adaptable identity system for the new name, myEARTH.
Brand Guidelines ✎
Once the final refinements were approved, I oversaw the development of comprehensive brand guidelines. My role involved ensuring clarity in layout, defining usage rules, and establishing a cohesive system for colour, typography, and application examples. These guidelines serve as a foundational tool, empowering myEARTH to maintain consistency in its communications when it officially launches in 2025.
Solution ✌︎
Our efforts culminated in May 2024, when we unveiled the brand to stakeholders at the Education for Sustainable Development Forum Conference. Looking ahead, we will continue our partnership with myEARTH, advising on their digital presence as they prepare to launch their website, developed by (Data Intellect) in 2025. Our ongoing collaboration focuses on optimizing brand communications and refining visual touchpoints to create a seamless, user-centric experience.
