CLIENT
New Zealand Antarctic Research Institute (NZARI) is a charitable trust—science research by bringing scientists together to solve problems and uncover the answers to big questions that matter to everyone. As a charitable organization, NZARI is funded by those who care about these issues.
BRIEF
Create a new identity for the New Zealand Antarctic Research Institute. The primary goal was to raise the profile and awareness of the institute’s new scientific research based work in unlocking the uncertainty of Antarctica’s impact on the New Zealand coastline, fisheries, farming, and building on the conservation work they have been renowned for. Another key outcome was to attract philanthropy from around the world to fund the new research projects on Antarctica. To date the project has raised $6.3 million.
APPROACH
We wanted to create a new identity to hero the altruistic, world-leading work that NZARI does. We developed the concept of “Earth’s white box” to explain the relationship between Antarctica and our planet, drawing parallels with the black box in an aircraft. This sparked conversations about how the information Antarctica holds is like an iceberg—only revealing a small part of itself above the horizon whilst concealing a greater part underwater. This helped create the new identity, which is comprised of simple, grid based graphic components that are juxtaposed with organic, detailed photography of the continent.
