Al Masaood
Go Green
About
An internal sustainability campaign for Al Masaood, built on a single mark: the group letter drawn out of marine life and carried on a wave. The line beneath it, Think. Act. Save., does the work of a policy document in three words.
Context
The campaign had to live in an office before it lived anywhere else. Three posters carry the argument without a paragraph of explanation. A fish skeleton assembled from single use cutlery. Jellyfish made of drinking bottles. A turtle built from waste. A second series states the numbers plainly under a green Did You Know block, because some of the argument is arithmetic. From there the mark moves outward onto recycling bins, tote bags, reusable bottles, welcome gifts and the screens people pass on the way to their desks. The illustration language holds at every scale it was asked to hold at, from a brass stamp pressed into plaster to a corridor wall of posters seen at walking pace. Nothing in the system asks for attention twice.
