CASI: Branding sustainable practice in the art world

CASI (Climate Action Service International) is the sister organisation of the Gallery Climate Coalition (GCC), the climate non-profit driving sustainable practices across the visual arts sector. Established to work one-on-one with the creative community and the art sector, CASI provides tailored support to enable institutions to define and meet their sustainability goals – in line with their specific needs, resources and level of progress.

Context 

Resonating with our cause-led approach and our work at the intersection of culture and climate, the CASI team asked us to develop a brand system that would launch their new organisation to the arts world.

Approach 

The CASI team had a vision for a mission-driven humanist brand, a navigable visual system and a clear relationship with the art world. We developed a logo that explored the semiotic and visual characteristics of hobo hieroglyphics. 

A standing figure with arms encircling their head, the logo embodies the imperfection inherent in art and tribalist forms of pictorial expression from the earliest human acts of mark-making. 

The CASI symbol which comes to life through motion is paired with a precise and contemporary Grotesk typeface and word mark to reflect the quiet order of the gallery vs the generative chaos of the studio.

These playful tensions extend to CASI’s wider graphic system, which is a clean, clear and contemporary visual landscape infused with playfulness, humanity and a celebration of the handmade aesthetic.

A brand that sidesteps the alarmism, judgment and guilt often associated with sustainability initiatives.