A prize for the planet, a brand for the future: Justified Studio on its work for The Earthshot Prize

Urgent times demand urgent action. In the face of the climate emergency, The Earthshot Prize is a rallying cry for global action. Founded by Prince William in 2020, the global environmental award – rewarded to five winners each year – invites innovators to repair the planet by tackling one of five Earthshots – Protect and Restore Nature, Clean Our Air, Revive Our Oceans, Build a Waste-Free World, and Fix Our Climate. If achieved by 2030, these simple yet ambitious goals will repair the planet before the damage is irreversible. London-based creative agency Justified Studio, tasked with tackling the rebranding of such a pivotal and prestigious initiative, understood that the identity had to be as ambitious as the mission itself – “compelling, enduring, and adaptable.” It had to tread the careful balance of conveying urgency and impact and, as Design Director Will Whiting explains, reflect the gravity of the mission while ensuring accessibility and clarity, making complex ideas feel actionable. “Our design approach was guided by the need to balance prestige with approachability – creating a system that feels authoritative yet inspiring,” he tells us. “We developed a brand identity that amplifies the ambition of the Prize while remaining adaptable for different audiences, from world leaders to grassroots innovators.” At the centre of it all is, fittingly, the world. A globe motif acts as a unifying symbol (as well as a framing device across various touchpoints), representing the challenge’s magnitude and the collective effort required to address it.