O3 SHIFT
Pioneer for people and planet
O3 SHIFT changes how wood is used in construction to reach zero CO2 emissions. We shaped its positioning, branding and applications, and built a content plan around interviews with Dirk Thys, Pablo van der Lugt and Koen Vanmechelen.
The story behind the work
What was the challenge?
Our first meeting with Dirk Thys and his team changed how we saw today's global challenges. We wanted to help O3 (we added 'SHIFT' later) shape its story and share its mission with the public, professionals and partners. The goal is zero CO2 emissions, and even less in the near future.
O3 SHIFT has developed processes that change the use and added value of wood in construction. That grows the demand for forests, and more trees capture and store more CO2. These renewable buildings can provide new, affordable spaces for residential and commercial use in expanding cities worldwide.
The production of cement and steel causes 10% of global CO2 emissions. Aviation and shipping combined stay below that. Circular building has to grow from a local housing project into a widely shared belief, and people should know who leads this progress.
What choices did we make?
We chose the TT Norms font because it fuses functionality with aesthetics. It is firm and refined, handles heavy-duty labour as well as delicate assignments, and makes any text 'breathe'.
An expressive colour palette conveys the human pioneering spirit. Earthy tones provide a reassuring foundation. For the icons, positive and professional were our keywords. They connect clearly with the logotype, are consistent in design and communicate O3 SHIFT's attention to detail.
In a secondary layer of layouts, we add vibrant annual rings in white or grey. They refer to the network's heritage and to its main resource.
Breathing space is a key factor in all applications. We believe openness brings understanding and eventually growth.
What did we create?
We developed positioning, branding and applications for O3 SHIFT. The brand comes with a hands-on grid system and various layouts, from composed compositions to dynamic designs, so all brand elements combine in a creative, compelling and consistent way.
For the launch and long-term communication on social media, we developed a content plan built around interviews. Artist Koen Vanmechelen was both our host and interviewee, and gave us exclusive access to the Labiomista arts centre and animal park as the setting for our Q&A. We also spoke with Dirk Thys, co-founder and inspirer of O3 SHIFT, and Pablo van der Lugt, researcher and ambassador of biobased building. They shared their analysis of the current situation, their know-how and their approach to the challenges ahead. The red thread: they all confirmed the importance of collaboration across disciplines.