Hashomer Hachadash (The New Guardian) is an organization whose purpose is to preserve and protect the Israel's lands through practical work and learning. Conservation is achieved through agricultural and forestry activities, as well as strengthening the Israeli society's connection to its land through education and tourism initiatives.
The organization wanted to create posts on social networks to convey information to its target audience and communicate its messages. The fact that the organization has diverse and varied fields of activity posed an interesting challenge where we had to reach different target audiences and communicate different ideas while using a unified visual and linguistic approach.
By cleverly diversifying brand guidelines with "flat" graphic elements, we managed to create variations that supported various ideas and addressed different target audiences (families, youth, the general population, etc.). The elements added visual interest and helped convey the message accurately and effectively, yet they were not dominant to the extent of disrupting the brand language.
