Almost three years after the 2017 Grenfell Tower fire in which 72 residents of the West London tower block tragically lost their lives, the non-profit Grow to Know emerged, founded by English footballer Tayshan Hayden-Smith as a personal response to the disaster. What started in 2017 as a guerilla gardening initiative called “Grenfell Garden of Peace” continued with the founding of the organization in 2020, which is aimed at providing creative, nature-inspired solutions meant to address environmental and social challenges.
Established as a not-for-profit organization, Grow to Know fosters local, national, and global joy through the work it does. With two gardens showcased at the RHS Chelsea Flower Show in 2022 and 2023, the non-profit continues to bolster its image with a new visual identity developed by Pentagram partner Marina Willer.
Under their creativity, Grow to Know’s identity blossoms into a visual language that perfectly aligns with the organization’s mission to plant life in places that are visibly ruined. “Inspired by the language of blueprints and master plans, the new visual language reflects Grow to Know’s vision to bring life to derelict spaces. It imagines a new blueprint where nature can help build the connection between people in the communities,” explains the studio.
The new look revolves around the cyanotype process. The technique — which is a camera-less method that creates vivid blue and white images by placing objects on paper coated with an iron salt solution before exposing them to UV lights — helps the organization speak about its connection to the environment and the role it plays in its work in a natural — yet simple — manner.
The blue and white color palette is visible throughout all of Grow to Know’s communications, including the dynamic logo and the newly designed website. Blended with minimalist typography, the fresh identity faithfully reflects the organization’s collective goal of continuing to plant seeds of change across “derelict spaces.”
“With a mission to bring joy and justice, the collective is expanding its reach, uniting communities and reimagining a world filled with compassion, creativity and connection. The new identity will help it grow, thrive, and share its vision with an ever-widening audience,” concludes Pentagram studio.
CREDITS
Brand: Grow To Know
Agency: Pentagram
Partner: Marina Willer
Project team: Marina Willer, Natalia Witwicka, Marta Gaspar, Cleber de Campos, Charlotte Harmsworth
