The brand identity of DIG ON is rooted in the concept of empowering urban dwellers to make meaningful contributions to our climate and environment through gardening. This idea of gardening for a greater cause draws inspiration from the Victory Garden Movement during World War II—a widespread campaign initiated by the governments of the United States, Canada, the United Kingdom, and other Allied nations. The movement encouraged citizens to grow their own vegetables, fruits, and herbs to alleviate pressure on public food supplies and support the war effort by boosting local food production.

I looked to war propaganda posters for inspiration, which heavily influenced my choices in naming, tone of voice, color scheme, and other aspects of the brand identity.

Another key inspiration for this brand identity is the accessible and versatile nature of urban gardening. Everyone can enjoy gardening, no matter how small their living space. Plants can be grown in almost anything—from shoes to tires to mugs—and can be placed anywhere, from window sills to shelves, rooftops to backyards.

To capture this versatility, I designed a variable logo that can host images and illustrations in different parts, much like how plants can be grown in various containers and locations. This design choice also reflects the idea that everyone can take action against climate change, regardless of who they are or what they do.