Metafore
Window of opportunity
Metafore, a non-profit organization based in Portland, Oregon, catalyzes business action that conserves, protects and restores the world’s forests and communities.
Challenges
The organization’s visual identity did not capitalize on the strength of the Metafore name and the concept of catalyzing change
The primary brand needed to better communicate—through messaging, color, imagery and logo—the value of incorporating environmental and social objectives into business operations
Actions
Created a vibrant and powerful visual treatment of the name of the organization (a blending of the Greek root for change “meta” and “fore” for forests) which simply and succinctly conveys key elements of the organization’s mission
Employed a primary palette of natural shades of green and corporate-style blue to symbolize the synergy between the environment and business
Utilized a “windowed” font with interchangeable natural images of forests, ecosystems or water to convey the possibilities afforded by responsible business practices