BRANDING
THE CHANGE,
HOW DO I WORK?
follow this
changing
the industry
from within
BRAND DESIGN | VISUAL IDENTITY | LOGO DESIGN
“Not every visual identity starts with aesthetics. Sometimes it starts with finding common ground. “
prologue
Some projects are about designing a logo. This one was about designing a position. Follow This is an organization that turns ordinary citizens into shareholders and climate activists by joining their voices and taking action to influence the world’s largest fossil fuel companies. Through shareholder meetings and strategic activism, the organization pushes the five largest oil companies to accelerate the transition to a fossil-free future.
​challenge
Follow This operates between two worlds that rarely speak the same language. On one side is a global movement of citizens determined to accelerate the energy transition. On the other hand are the boardrooms of the world's largest oil companies, where change is pursued through shareholder resolutions rather than protest.
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Developing a visual identity meant finding a language that feels at home in both. The previous shell symbol inevitably referred to Shell, an association the organization had outgrown. More importantly, the identity no longer reflected what Follow This had become: an international shareholder movement creating change from within.​​​​​
solution
​Follow This does not protest outside the system. It changes the system from within. Designing the identity meant finding a visual language that could do the same. To this end, we defined three strategic brand pillars that formed the basis of the new visual system:
Activism – transforming the fossil fuel industry from within.
Mutual ground – Speaking the language of both the financial world and the activist movement.
A shareholder movement – ​​not a revolution, but evolution.
The identity needed to communicate urgency without becoming confrontational and inspire action while remaining credible in the financial world.
Rather than designing a logo first, we developed a visual system that translates these principles across every touchpoint. A confident typographic language, a simple directional arrow, and a fresh color palette create an identity that feels both determined and accessible. The result is bold enough to spark a movement, yet professional enough to earn a seat in the boardroom.
What emerged is more than a new visual identity. It is a brand that reflects how Follow This creates impact: by bringing together people, capital, and a purpose to transform the fossil fuel industry from within.
Ultimately, designing this identity was not about choosing between activism and finance. Instead, it proves that they can speak the same visual language to drive change!​
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