We were commissioned to redesign The Lewis Foundation logo and identity – they are a South African society that is actively committed to nature conservation and animal protection. The process began with a look at their brand positioning and after this was approved, we attacked the brief and designed the new logo around this. The nature conservation aspect was kept and we still depicted it as a leaf. An additional and very strong characteristic – PASSION – was revealed through the positioning process and depicted as a flame. The combination of these two elements created an eye-catching new logo, which in the end gave the brand identity more meaning behind the icon.