Masarang Foundation
People and nature living in balance
Conservation & Community Projects
The Masarang Foundation is an Indonesian social and environmental NGO working across conservation, community development, and habitat restoration, with supporting organisations in Holland and Hong Kong. Founded by Dr Willie Smits in 2001, the foundation is driven by a core mission to preserve nature through the empowerment of local people.
Its work spans wildlife rescue, coastal reforestation, and sustainable livelihoods, including the restoration of 800 hectares of coastal land in North Sulawesi and the establishment of a sustainable sugar palm factory in the city of Tomohon. Through these projects, Masarang addresses some of the most urgent global challenges of our time, including deforestation, biodiversity loss, climate change, poverty, and underdevelopment.
- BRAND AUDIT
- BRAND STRATEGY
- BRAND IDENTITY
- CONSULTATION
- MERCHANDISE
BRAND IDENTITY
Modernising a complex brand identity
The Masarang Foundation runs multiple programmes, works across several focus areas, and has a presence in three countries. Its existing logo was outdated, inconsistently applied, and not suited to communicating across different languages and contexts.
We were tasked with modernising the logo while ensuring it told a clear and cohesive story for the whole organisation. The new identity needed to reflect habitat restoration, nature conservation, and the empowerment of local communities, with the Arenga palm — a central element in Masarang’s conservation work — forming a key part of the mark.
BRAND GUIDELINES
Consistent brand use
We began with a thorough brand audit, followed by a brand workshop to clarify the organisation’s vision, mission, values, and goals. This gave us a clear understanding of how the brand needed to function across different teams and locations.
From this, we developed a detailed brand strategy and a practical rollout plan. The resulting brand guidelines were designed as a working document — not just a visual reference — providing clear direction on brand use across the entire organisation.
Beyond marketing and communications, the guidelines also informed internal areas such as staff onboarding, training, and goal setting, helping ensure the brand was applied consistently and understood at every level of the organisation.
