Crafting a flexible yet memorable visual identity to stand out in the Geospatial Data ecosystem
Land & Carbon Lab (LCL)
Timeline
Jan-July 2024
Sector
Climate change | Geospatial data
Role
Visual/UI Designer
Team
Høst Advisors, Silvana Martín (Creative director), Laura López (Motion graphic)
Skills
+ Visual identity + Brand guidelines + Visual comms + Design system + Web design
On this page
Brand
Website
About Land & Carbon Lab (LCL)
Land & Carbon Lab is a geospatial monitoring platform that tracks global land and nature-based carbon, equipping decision-makers with the data, insights, and analysis necessary to address the global land squeeze. It is convened by the World Resources Institute and the Bezos Earth Fund.
Premise
LCL required a new brand identity to distinguish itself from the WRI ecosystem and establish a strong presence in the geospatial data sector. They sought a refreshed logo and a versatile visual system that could be seamlessly applied across their website and communication materials.
Objectives
Refresh the brand identity while preserving the brand equity
Develop a responsive and easy to navigate data-driven website
Research & Ideation (Brand)
Visual Concept
In order to showcase Land & Carbon Lab's strengths —collaboration, innovation, and expertise. Through a collaborative, iterative process, we drew inspiration from GIS map layers, LCL’s primary tool, to develop a refreshed logomark and a flexible visual system.
Solution (Brand)
1.
Delivered a comprehensive digital brand kit and project Figma file, including essential brand guidelines and downloadable templates.
2.
We produced a comprehensive set of guidelines and templates for both internal and external use, including materials such as newsletters, PowerPoint presentations, and social media posts.
Premise & Scope (Website)
The redesign of the Land and Carbon Lab website was crucial to align with the updated brand identity.
1.
The primary goal was to create an interactive online platform that positions Land & Carbon Lab as a 'global public good' and clearly communicates its value to key decision-makers, partners, and the broader sector.
2.
Secondly, the redesign aimed to improve communication and ensure that research findings and resources were more accessible and effectively shared with all stakeholders.
Research & ideation (website)
In the first instance, we conducted a content modeling workshop with the client, where I participated as a trainee and assistant, accompanying the lead project manager. This collaborative session was designed to define and structure the types of content that would appear on the website, with the purpose of aligning the relationships, hierarchy, and organization of content, ensuring it reflects both the client's business goals and the needs of their audience.
Solution (Website)
Based on the client's need for a flexible website that could be populated over time, we focused on creating reusable and adaptable components. After several rounds of iteration, we arrived at the optimal formula—combining a clean, minimalist design with organic shapes and a tech-inspired twist.
This approach allowed us to achieve a balance between dynamic sections for storing specific data and ensuring the site remained easily navigable.
Key feature
Navigation bar
The navigation was designed with users in mind, providing clear, intuitive pathways to explore datasets and case studies for quick and easy access to key information.
Key feature
UI Card component
Developing a reusable card component was essential for consistently presenting diverse information across the website while ensuring flexibility, clarity, and user recognition.
Impact
By refining and aligning LCL's visual identity and digital presence within a larger ecosystem, we enhanced its recognizability and reinforced its leadership in geospatial research and climate action.
