Healthy Air Coalition
Rebranding for a coalition, aiming to inform policymakers about the health threat of air pollution and influence change on a national, regional and local level.
The Healthy Air Coalition (HAC) is a collective of leading health, environment and transport charities and campaign groups, with a shared vision of a UK free from toxic air. From Friends of the Earth to Asthma and Lung UK, Cancer Research and Greenpeace, the coalition believes that everyone in the UK has the right to breathe safe, clean air, no matter who they are or where they live. HAC is calling on the government to protect the air we breathe and realise the benefits of clean air for people’s health, the NHS and the economy.
With the coalition relaunching, a new and more appropriate visual identity was needed. The brand had to feel confident, knowledgeable and trusted in order to approach policy makers, whilst carrying the weight of the key charities and organisations involved. This brief was asking to visualise the invisible.
The concept brings the process of breathing to life. In visualising this motion through circles, varying in size and opacity, it captures the idea of making this subconscious thought, a conscious one. This encourages the audience to think more deeply about the act of breathing and in turn consider the health of our air and what is entering their bodies with each inhale.
The brand mark also links with the scientific, data-driven approach of HAC with the three circles providing a nod to the main constituents of air; nitrogen, oxygen and ‘other gases’. These circles play an important part in translating scientific information to the audience through infographics and statistics. On top of this, a versatile colour palette of light and dark tones, allows for the creation of content that is either positive, hopeful, negative, urgent, environmental or health related.
"We were delighted to work with Abi on this project. We spoke to a number of designers, but Abi stood out as the one who really grasped the brief while also understanding our limitations as a charity.
Working in coalition, we had to gather a significant amount of – sometimes contradictory! – member feedback on our options. Abi steered through this process with ease, and was a pleasure to work with.
The end result is a brilliant new visual identity that we are very happy with. Six months later, we still get compliments from our members and other campaigners about the new brand. We would really recommend working with Abi.”
Livi Elsmore, Campaign Manager, Healthy Air Coalition
