Preserving Aruba's Natural Heritage: The Evolution of the Aruba Conservation Foundation

Designed by How&How

The Aruba National Park Foundation, now known as the Aruba Conservation Foundation (ACF), is the officially designated organization responsible for conserving Aruba's natural habitats, covering more than 24% of the island's land and marine areas. How&How collaborated with ACF to create a new brand that could garner local support for Aruba's unique ecosystem, biodiversity, and natural heritage, which includes caves, wetlands, mangroves, dunes, and the various species living in these protected areas.

The Aruba Conservation Foundation is the appointed body for managing the island's biodiversity and ecological resilience. Besides these responsibilities, ACF also offers nature-based experiences like guided hikes, corporate events, and outdoor educational programs. During a strategy workshop, it became clear that ACF was not aiming for a new brand to attract more tourists or boost the economy but to nurture local pride, support, and proactive efforts in nature conservation. To achieve this, it was necessary to shift the brand’s image from a park management entity to a genuine conservation authority. This transformation started with adopting a new name and encompassed a complete revamp of the brand’s visual and verbal identity.

Understanding the core of their mission, How&How positioned ACF as the "Voice of Nature" for Aruba: a group advocating for the island's ecosystems and reminding locals of their bond with the land. The brand was framed as a representative for neglected species and ecosystems, aiming to convey authenticity to Aruban communities and inspire them to reconnect with nature. This concept influenced the visual identity, reflecting humanity’s spiritual bond with nature through the logo and using icons to emphasize specific species and ecosystems. A diverse color palette was created to represent the different regions of the National Park, including dunes, marshes, the ocean, and scrubland. Furthermore, a modular illustration system was developed, enabling plants and animals to adapt and grow within various layout sizes.

The logo combined elements of land, sea, and collective action into a strong, impactful design. The new brand successfully translates the needs of nature into actionable steps, embodying a compassionate authority that ACF can maintain for the foreseeable future.

Preserving Aruba's Natural Heritage: The Evolution of the Aruba Conservation Foundation

The Aruba National Park Foundation, now known as the Aruba Conservation Foundation (ACF), is the officially designated organization responsible for conserving Aruba's natural habitats, covering more than 24% of the island's land and marine areas. How&How collaborated with ACF to create a new brand that could garner local support for Aruba's unique ecosystem, biodiversity, and natural heritage, which includes caves, wetlands, mangroves, dunes, and the various species living in these protected areas.

The Aruba Conservation Foundation is the appointed body for managing the island's biodiversity and ecological resilience. Besides these responsibilities, ACF also offers nature-based experiences like guided hikes, corporate events, and outdoor educational programs. During a strategy workshop, it became clear that ACF was not aiming for a new brand to attract more tourists or boost the economy but to nurture local pride, support, and proactive efforts in nature conservation. To achieve this, it was necessary to shift the brand’s image from a park management entity to a genuine conservation authority. This transformation started with adopting a new name and encompassed a complete revamp of the brand’s visual and verbal identity.

Understanding the core of their mission, How&How positioned ACF as the "Voice of Nature" for Aruba: a group advocating for the island's ecosystems and reminding locals of their bond with the land. The brand was framed as a representative for neglected species and ecosystems, aiming to convey authenticity to Aruban communities and inspire them to reconnect with nature. This concept influenced the visual identity, reflecting humanity’s spiritual bond with nature through the logo and using icons to emphasize specific species and ecosystems. A diverse color palette was created to represent the different regions of the National Park, including dunes, marshes, the ocean, and scrubland. Furthermore, a modular illustration system was developed, enabling plants and animals to adapt and grow within various layout sizes.

The logo combined elements of land, sea, and collective action into a strong, impactful design. The new brand successfully translates the needs of nature into actionable steps, embodying a compassionate authority that ACF can maintain for the foreseeable future.