Earthx Action

Overview

Earthx Action is a sub-brand of the parent EarthX. This brand represents the collaboration and partnership between Trammell S. Crow of EarthX and Bill Shireman of In This Together.

Role: Creative direction and design under the In This Together organization

Scope of Work: Sub-branding, photography direction

Process Highlights:

  • Challenge: Integrating Earthx Action into EarthX’s brand architecture while giving it a distinct identity.
    Solution: During research on EarthX, I observed a prevalent use of a bold and chunky ‘X’ in the original branding and designs. I leveraged this ‘X’ element to emphasize and underscore ‘action’ in visual content.
  • Challenge: The brand needed to communicate ‘action’ clearly and boldly, encompassing various forms of activism, such as voting, beach cleanups, marches, refurbishing, and responsible hiking.
    Solution: To guide our photography direction, I established guidelines where the focal ‘action’ of each photo was positioned at the center of the ‘X’ crop. This approach encourages the audience to define what activism means to them personally.