350
Centering an organization's goals through its visual identity
Branding
Motion
350 is an organization with clear values and a very specific goal. To bring the Earth's carbon emissions down to 350 ppm, the amount of CO2 that would prevent the worst effects of climate change. But, with a name as vague as 350, the weight of communicating this message falls onto its visual language.
When re-designing the logo I thought the most obvious way to communicate that 350 was an environmental organization was to include imagery that points directly to that. Keeping the logo as '350' was important since its such a distinct name, so I utilized the negative space to employ this imagery. To further the organization's message, I created principles that people could easily identify as their mission. Four principles were established, each having its own color and logo. Keeping in line with branding these logos also contained an arrow that was created from the negative space.
After setting the groundwork for 350's new visual language, I applied it to a plethora of different mediums. Starting physically, I wanted to create something that people wouldn’t just throw away. It had to be something that they could use in their everyday lives, while also promoting an understanding of the organization. With a riveting question in mind, I settled on an Athletic Towel, with an informational booklet attached.
What's a better reminder of global warming than the sweat that results from it? The athletic towel provides a call to action, prompting the viewer to take a closer look at the booklet and the information/resources that 350 offers.
Starting with a first slide so vague that it makes you want to click on it, this set of Instagram carousel posts aim to emphasize some of 350's principles. Leading to a description of what the principle means to 350, the viewer is exposed to some of 350's goals and is then shown real world evidence of how the organization is creating change.
Presenting the meaning of 350 even further, the layout of the new website emphasizes its importance in multiple areas. An explanation of the meaning is one of the first things that viewers will see in the top left, and beside it is a live count showing how close we currently are to 350.
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Work and Website made by
Caden Chang 2026