A patchwork of living history.

Living Soil is a brand campaign for the Savannah National Wildlife Refuge, located in Savannah, GA. Much like the squares of fabric in a patchwork quilt, each history of Savannah is stitched together, intertwined to make a beautiful picture of the larger whole.

View the full brand guidelines here.

Brand Identity
Type Design
Merchandise
Campaign

Separate histories, patterns, stories, and ways of thinking have formed the Savannah National Wildlife Refuge we know today. And yet, not many of the surrounding areas truly know it. An increased awareness of Savannah and its values enlightens us to see how deep history runs through the refuge. How might a visual identity system for Savannah National Wildlife Refuge establish brand equity and awareness, galvanize shared values across visitors, and embolden community-driven conservation efforts?

Problem

The connection of different stories, patterns, and pieces reveals the longevity manifested throughout Savannah. In order for audiences to feel a part of this legacy, they need a branded campaign that feels specific to them. A grassroots brand campaign funded and supported by the Friends of Savannah Coastal Refuges Complex can showcase the rich significance of Savannah National Wildlife Refuge, igniting a new found passion for the refuge and its values.

Solution

Bespoke Typography

The Living Soil campaign is accompanied by a bespoke typeface, Sawtooth Regular, based on the grid of a patchwork quilt, and specifically a sawtooth star.

Brand Story

Taking a step from the past and into the present, we see that we are joining the narrative of Savannah. Much like the squares of fabric in a patchwork quilt, each history of Savannah is stitched together, intertwined to make a beautiful picture of the larger whole. These histories can exist independently of each other, but together, they create a substantive view of the legacy Savannah withholds. Across the cultural context of southern tradition, quilts have long been inherent vehicles of storytelling.

By synthesizing complex narratives into abstract shapes, stories are made accessible to all. These stories are portrayed through mediums of comfort and approachability, offering longevity into how one experiences the story itself. These objects showcase a transcendence above traditional narration, standing the test of time and the hardships they endure. An encompassing, enthusiastic, and generous patchwork of human history, spanning cultures, eras, and experiences. A moving history. A LIVING SOIL.