The Living Tree Concept
Welcome back, Janine.
Before we move forward...I'd like to ask you something.
When a tree grows...Does it become a different tree?
Or does it simply become a better version of itself?
When we first met, you said something that quietly guided every decision we made.
You didn't want to become a completely different organisation.
You wanted the same people.The same values.The same commitment.
Expressed more clearly. Those words planted the seed for this first creative direction.
Honouring Your Roots
Your previous identity already carried something valuable. The tree. Rather than replacing it...We asked ourselves a different question."What if the tree simply grew? "The result is a cleaner, stronger and more timeless symbol.Not a new beginning. An evolution.
Hidden in Plain Sight
Take another look at the centre. Do you notice something? Hidden within the trunk is a lowercase serif i. A small detail. Easy to miss. Impossible to forget once you've seen it. It quietly represents Impact. But it also represents Individuals. Because organisations don't create change. People do.
Four Branches
The original tree contained four primary branches. We've carefully preserved them. Not because the number itself carries meaning...But because continuity builds trust. They now represent four qualities we repeatedly discovered throughout this project. Expertise.Partnership.Confidence.Growth. Together they support every outcome your organisation creates.
The Circular Forms
In the previous identity, the circles were leaves. In this evolved symbol, their role has changed. Some people may see fruit. Some may see people. Others may see communities.
We see something even more meaningful.
Outcomes.
Every conversation. Every policy review. Every training programme. Every piece of consultancy. Should eventually become something that improves another person's life. That is why the circles remain.
The Circle That Holds Everything Together
Surrounding the tree is the original enclosing circle.
We chose to preserve it.
Because your work doesn't exist in isolation. It brings together housing providers.
Police.Local authorities.Community safety teams.Partners.Victims.Communities.
One shared purpose.
One complete system.
Typography
A meaningful identity should invite discovery, but its name should never need to be discovered.
The original ASBimpact lockup created a close visual relationship between the two words, reinforcing the idea of ASB and Impact belonging to one connected identity. However, that closeness also introduced a moment of ambiguity: at certain sizes or at a quick glance, the lowercase “i” could become visually absorbed into the word, momentarily interrupting the natural reading of the name.
The refinement to ASB Impact solves this in the simplest and most purposeful way. By giving ASB and Impact their own space, the eye understands the name immediately. There is no decoding, no hesitation and no unnecessary visual effort — an important consideration for an identity that must work effortlessly across websites, reports, training materials, presentations, social media, event environments and small-scale applications. But the space between the words does more than improve legibility. It gives each word room to carry its own meaning.
ASB defines the expertise.Impact defines the purpose. One tells us what ASB Impact understands deeply; the other tells us why that expertise exists. Together, they express the organisation in its simplest form: ASB → Impact
Specialist knowledge transformed into meaningful outcomes.
This clearer separation also allows the hidden lowercase “i” within the tree to perform its role more effectively. The wordmark no longer needs to carry that visual idea itself. Instead, typography does what typography should do — communicate the name effortlessly — while the symbol rewards a closer look with the hidden “i” for Impact.
This creates an important hierarchy within the identity:Read first. Discover second. Remember afterwards.
The typography provides clarity. The tree provides meaning. And together, they create an identity that can be understood in an instant — yet still offers something deeper to those who take the time to look.
#9B907C
#5C8177
#A8B075
Colour
The original palette has also evolved with care.
Tree Trunk – #9B907C
A grounded earth tone representing trust, stability and enduring experience.
Circular Outcomes – #5C8177
A natural green reflecting growth, positive outcomes and healthier communities.
Enclosing Circle – #A8B075
A soft olive that preserves familiarity while expressing optimism and continuity.
Together, these colours communicate that ASB Impact is growing—not starting over.
Variation 2 — Heritage & Balance
Tree / Impact “i”: #9B907C
Green Fruits: #5C8177
Outer Ring: #A8B075
This is the closest evolution of the original colour character. The warm, grounded trunk retains a sense of experience, stability and maturity, while the muted green fruits introduce growth, wellbeing and positive change. The familiar olive outer circle preserves a subtle connection with the visual heritage of the previous identity. Together, the colours make this the most evolutionary of the three options — familiar enough to respect where the organisation has come from, but refined enough to represent where ASB Impact is going.
“Here I am — still me, just clearer”
This variation stays closest to my roots.
My familiar colours remain, but they’ve been refined and balanced for the next chapter of ASB Impact.
Look closely at my tree and you’ll notice something too: the dot above the central trunk now shares its colour, making my hidden “i” for Impact a little easier to discover.
I’ve carried that same colour into a few of my fruits, creating balance while gently echoing the character of the original tree.
Because I don’t need to forget where I came from to become something new.
Same roots. Same values.
A clearer identity for what comes next.
