To address the twin crises of climate change and biodiversity loss, leading NGOs, conservation organizations and funders came together to form Enduring Earth, which works alongside nations to establish and strengthen vast conservation areas of land, freshwater and ocean.
Enduring Earth’s founding partners include the Nature Conservancy, Pew Charitable Trusts, World Wildlife Fund and ZOMALAB, the family office of Ben and Lucy Ana Walton. With so many experienced partners, each with their own record of success and leadership, Enduring Earth engaged Additive to develop a visual identity and messaging that draws inspiration from these founding partners while standing proudly on its own. The goal: drive attention and action where it belongs — on transformative impact for people and planet.
Key Deliverables
We began with strategic counsel on naming, landing on Enduring Earth — an active, urgent and results-driven expression with strong recall. We then developed a logo and visual identity system to carry that same sense of purpose. Intentional choices in color, font and illustrative elements create a visual language that helps Enduring Earth stand out while complementing the partner brands and remaining recognizable across global conservation contexts.
Alongside partner nations, Enduring Earth advances long-term conservation through Project Finance for Permanence (PFP) — a proven but complex funding model that was the collective’s key differentiator. We distilled the approach into clear high-level messaging that communicates both how it works and why it matters.
Through close collaboration with founding partners and a series of interactive workshops, we developed a messaging system that is concise, adaptable and motivating — designed to resonate across audiences ranging from ultra-high-net-worth donors to Indigenous communities, many of whom are multilingual.
In 2021, Enduring Earth launched its visual identity and messaging at high-profile global events, including COP26 in Glasgow. Since then, these tools have supported fundraising, grantmaking and partnerships — helping secure 210 million hectares of lands and waters for conservation through six PFP initiatives around the world. As of 2026, Enduring Earth has 10 additional PFP projects in development and has acquired 1.7 billion USD in durable financing — enabling even more partner nations to build a healthier, more prosperous future for people and our planet.
