Rothamsted Research / Société Générale — Shake Climate Change branding

Agriculture lies in a pivotal position with respect to climate change. Farming and food production pump out over 25% of greenhouse gases.

This needs to change and the time to act is now.

We were commissioned to define the brand strategy, manage the naming process, and create the brand identity look and feel for a revolutionary new programme, driving agricultural innovation to combat the climate change problem.

So the programme is looking for the brightest minds and best ideas to reduce the climate impacts caused by farming or food production. If successful applicants will be offered start-up funds of up to £140k. Three years of high quality mentoring and training, and access to leading science, tech and business experts.

In collaboration with copywriter Ed Prichard, we helped the client team navigate their way through the precarious naming process. Which included defining and establishing the brand values and personality and agreeing suitable territories for exploration. Before narrowing our ideas down to a shortlist for consideration prior to the necessary legal searches.

The name SHAKE was liked and chosen because it encapsulates the urgent need to “shake things up” in agriculture and for fresh thinking. It has a boldness that it was felt was essential to cut-through to the entrepreneurial Agri-tech target audience and help the brand succeed on it’s ambitious purpose. Along with a supporting strapline ‘Make agriculture part of the solution’, the verbal tone of voice was also established.

The brand identity work was based around the personality traits, which we also helped build as part of the project. A striking logotype was designed which plays with the positive and negative space. And has a visual nod to encouraging exploration and experimentation. The colour palette was kept very simple with an industrial tone of black, yellow and gritty warm greys.

The programme has very recently launched and we are in the process of helping with the initial wave of implementation for the first round of applicants.

“Vincent Design’s leadership on the creation of the SHAKE Climate Change brand was exemplary.

As a result of their design process, we developed an exciting new identity for the programme, reflecting a dynamic and radical aesthetic that was a world away from any more traditional design that we might have come up with on our own. It was a challenging task under a tight deadline but their good humour, infinite patience and design flair shone through the whole process. We were all excited and delighted by the outcome.”

Prof Angela Karp
Programme Director