Incredible Beast
Mission-Oriented Omnimedia Company, Branding & Identity
Role: Brand Strategy, Identity Design Lead
ECD: James Hough
Creative Director: Eric Sutton
Copy: Sunshine Lemontree, Shelby Tansil
Incredible Beast is a content company with an uplifting and entertaining take on regenerative agriculture. Our challenge in naming and developing their brand identity was to strike the right balance between the gravity of climate change and the feeling of optimism and possibility, while keeping utmost reverence for the spectacular power of mother nature. The name Incredible Beast is inspired by Moby Dick, an epic tale of mother nature’s triumph.
Moodboard
Logo
Though dandelions are regarded as a weed, they’re incredibly useful plants with many benefits (dense with nutrition, excellent for soil, etc.). Though they’re seemingly delicate, they’re transformative, proliferative and resilient. The dandelion became a symbol we kept coming back to as a perfect symbol for the energy and spirit of mother nature. It was incorporated into the final logo mark, where the delicate seeds breaking across the tall, bold words make an evocative pairing.
NRDC Partnership
Directed by Emmy-award-winner Morgan Sackett, “Face Plant” was the first project for Incredible Beast Omnimedia. The campaign launched during Climate Week NYC to spark public awareness of cover crops.
Spot concepted by ECD James Hough
Brand Guidelines
