Services
Branding
Motion
Art Direction
The Tension
London is one of Europe's greenest capitals, yet its biodiversity has declined by over 40% in fifty years.
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The Idea
Choose Wild.
Nature hasn’t given up on cities.
It’s just waiting for space.
A lawn can become a meadow.
A pot can become a lifeline.
A verge can become a corridor.
A paved corner can breathe again.
Small acts. Visible change.
The System: Logo
A wordmark that feels handmade, immediate, alive.
Organic letterforms in tension with tight uppercase type. Order vs nature. Multiple colourways scale from seed packets to street hoarding.
The System: Photography
Type that behaves like nature.
Expressive, imperfect, alive.
Illustrative elements grow inside letterforms. A wildflower replaces an 'o'. A butterfly inhabits 'nature'. Each headline is a small surprise that rewards a second look.
The System: Photography
Londoners getting involved.
Those from all walks of life getting their hands dirty, finding extraordinary in the ordinary, whether it’s their own window boxes or transforming a station platform. The art direction also aims to highlight the mental health benefits of rewilding – being amongst nature and spending time with others is proven to reduce stress.
The System: Colour
Earthy, warm, optimistic.
Never corporate green.
In a sector dominated by green, Choose Wild stands out by going in the opposite direction. The result is a palette that reflects the warmth of the earth, with hits of wildflower colours.
A sticker pack for a movement.
Vibrant, graphic stickers set out to add life to forgotten spaces in our city, inspiring the community to transform them through rewilding. The warmth of illustration against the cold reality of the city highlights to tension at the core of the brand.
A brand that lives in the street, not just the screen.
The system designed to scale from individual window stickers to borough-wide installations. The toolkit approach means any resident, community group or borough council can pick up the system and run with it, keeping the movement bottom-up even as it grows.
All Works
