Australian Bush Regeneration
Australian bush regeneration is a volunteer organisation that needed to catch up to the digital world, in particular social media. And so a bold visual identity that would announce itself to a younger generaion was created. The images are true to australia’s flora and fauna, and the colours and choice of fonts are attention grabbing - true to australia’s remarkable natural world.
The Challenge
Helix had grown into a category leader, but the brand still looked like a Series-A pitch deck — anonymous blue gradients, a stock microscope, a wordmark from 2015.
By the time their Series C was on the calendar, the identity was actively working against the founders in pitch rooms and against the lab teams in customer demos.
Our Strategy
We rebuilt around voice and naming first — auditing every public surface, then committing to a single typographic spine that worked across deck, site, packaging and signage.
The new wordmark came last, on purpose. The system had to hold without a logo before it was allowed to have one.
