The Natural History Museum, in collaboration with 14 local museums, commissioned a campaign to raise awareness about climate change while avoiding a “doomsday” tone. The goal was to create a design system that felt accessible, engaging, and adaptable across a wide range of formats and scales.

Built around the word “IMPACT,” the concept uses each letter as a visual symbol for a different aspect of the climate conversation: an hourglass for time (I), trees for ecosystems (M), the sun for energy and warming (P), a mountain for landscapes and vulnerability (A), a wave for oceans (C), and a smokestack for pollution (T).

A key requirement was flexibility. The system was designed to work both vertically and horizontally, with the ability to scale and emphasize individual letters depending on context, from large environmental displays to smaller educational materials. This modularity allowed the identity to remain cohesive while adapting to different applications.

Equally important was creating a tone that could resonate across audiences. The final system balances clarity and visual impact with an approachable, kid-friendly sensibility, while still maintaining enough depth and symbolism to engage adult audiences.