Brand Strategy + Copywriting
2024
Creative Director - Cat How
Associate Creative Director - Christian Beck
Senior Designer - Lucy McGinley
Illustrator - Eilidh Reid
Senior Digital Designer - Hannah Leggett
Motion Designer - Joana Fatela
Junior Designer - Carl Doneza
Press:
Brand New
Creative Review
Creative Bloq
The Subtext
Brand Impact Awards
Brand New Awards 2025 - TOV
Symbol Awards
ACF is the appointed nature conservation organization on Aruba, tasked with protecting over 24% of the island’s natural habitat, both terrestrial and marine. In addition to these responsibilities, the ACF leads nature-based experiences such as guided hikes and corporate events as well as outdoor educational programs.
And yet, to our surprise, the ACF didn’t approach How&How to increase foot traffic to the island or bolster the tourism economy, but to simply rally local pride, support and action for preserving local caves, wetlands, mangroves, dunes, flora and fauna. This meant shifting the brand from what many believed was a park management brand to a true conservation authority.
Inspired by the sincerity of ACF’s intentions and its sole responsibility to protect most of the island’s biodiversity, we positioned the ACF as Aruba’s Voice of Nature: an organisation dedicated to speaking up for the needs of the island. By framing the brand’s role as a spokesperson for overlooked species and ecosystems, we set out to remind locals of their innate connection and oneness with the natural world.
This metaphor also laid the groundwork for our visual identity, which showcases humanity’s spiritual connection to nature in its logo while drawing on iconography to bring focus to the needs of specific species.