Epitype brands ‘land adoption’ initiative

An Internet initiative called Healthy Planet is being launched to allow Web users to adopt endangered land plots around the globe. The venture is being branded by Epitype.

Epitype was appointed following its work for the Mayor of London’s Green Procurement Code brand identity. Its ongoing role will include being Healthy Planet’s ‘brand guardians’ for all of its communications.

Healthy Planet, which has the backing of the UN and Google, is the brainchild of King’s College lecturer Dr Mark Mulligan and entrepreneur Shaylesh Patel.

Patel says, ‘From our research, the series of three circles [of the identity] are instantly identifiable as Healthy Planet. Our aim is to work with Epitype to develop this into a kite-mark for our reward scheme, which will be rolled out in the future’.

Martin Roach, Epitype’s creative director, says, ‘We have focused on creating an identity that challenges the consumer’s perception of a charity.’

Web users will be able to track purchases of land plots using Google mapping technology.