25×25

Gamifying Climate Action

25×25 is a multi-year climate action campaign led by the British Columbia Parks Foundation, dedicated to protecting 25% of Canada’s lands and waters in close collaboration with Indigenous communities. We developed a dynamic identity system that visually bridges the digital and natural worlds–playing with the concept that people would be introduced to the campaign online but would be encouraged through the campaign to engage with nature. Inspired by dithering, a digital effect that builds images from individual pixels. Just as a dithered image is a collection of singular pixels coming together to form a bigger picture, this campaign represents people coming together to solve a larger problem.

Digital-to-Physical

This digital-to-physical transition extends across the campaign’s design elements. The campaign’s tagline, “Protect Now, Enjoy Forever,” comes to life through moving typography that shifts between structured, pixelated letterforms (evoking digital spaces) and fluid, organic shapes (symbolizing nature).

The 25×25 logotype incorporates a pixel-based “X,” representing both the four pillars of the campaign–Enjoy, Now, Protect, Forever–and the collective effort required for conservation. Campaign photography evolves from pixelated to high-resolution images, reinforcing the shift from awareness to real-world action. Glitch textures subtly reference environmental degradation, underscoring the urgency to protect nature before it’s irreversibly altered. By merging bold visuals, animation, and an immersive digital experience, the 25×25 identity invites people to engage with conservation in a visually compelling and meaningful way.

Creating a Movement

The 25×25.ca website presents visitors with a series of simple challenges with opportunities to win, learn, and explore while helping BC Parks Foundation reach it’s goals. Within each challenge visitors pledge their participation and can see progress towards the foundation’s overarching goals, download resources for participating, and learn more about the beautiful places in British Columbia that need our protection.

Client: The British Columbia Parks Foundation
Era: 2022 - 2023
Type: Identity, Physical, Digital, Environmental, Strategy
  • Principals: Michael Ellsworth, Corey Gutch
  • Creative Direction: Michael Ellsworth
  • Interactive/UX Direction: Corey Gutch
  • Interface Design: Òscar Viñas
  • Web Development: Shaun Kardinal
  • Account and Project Management: Raya Leary
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