Client
INFTA
Services
Brand Strategy
Graphic Design
Digital Design
Print Design
Year
2025
Client Brief
INFTA — the International Nature and Forest Therapy Alliance — and its training institute, IFT (Institute of Forest Therapy), are internationally recognised organisations advancing the research, education, and global delivery of forest therapy. With roots in science and a growing impact in the health and wellbeing sector, INFTA required a complete brand identity redesign to support their strategic growth across multiple continents.
The existing visual identity — based on a chemical diagram of phytoncides (the airborne compounds released by trees) — was conceptually clever but lacked warmth, clarity, and visual appeal. It failed to emotionally connect with broader audiences, especially those outside of academic and scientific circles.
The brief called for a brand transformation that would reposition INFTA as a globally trusted, emotionally engaging, and intellectually credible organisation. The identity needed to reflect the therapeutic power of nature, the credibility of evidence-based practice, and the organisation’s capacity to scale across public health, wellness tourism, environmental advocacy, and higher education sectors worldwide.
Challenges
The primary challenge was to design a brand identity that could balance INFTA’s dual positioning — as a science-backed authority on forest therapy and as a human-centred, nature-connected wellbeing provider. The original logo’s scientific accuracy was not enough; the identity also needed to foster emotional trust and visual harmony.
Another critical consideration was scalability. The identity needed to function seamlessly across certificate programs, international research partnerships, training collateral, online platforms, community wellness initiatives, and high-level government engagement — all while maintaining visual consistency and integrity.
Additionally, the branding had to resonate globally, across diverse cultural contexts, languages, and levels of familiarity with forest therapy, without falling into generic wellness clichés.
Design Approach
Our approach to the INFTA rebrand was rooted in clarity, symbolism, and flexibility — translating the scientific essence of forest therapy into a contemporary and human-friendly identity.
The new logo icon reimagines the structure of the phytoncide molecule into a softer, more organic design. Using simplified geometric dots and connective lines, the icon symbolises molecular bonds, neural pathways, and the deep interconnection between people and nature. These elements are arranged within the outline of a leaf, grounding the design in ecological wellbeing and reinforcing INFTA’s core mission of restoring health through nature.
The chosen typography is a humanist sans-serif — clean, modern, and professional, with subtle warmth that aligns with the brand’s focus on healing and connection. This font ensures strong legibility in institutional applications while remaining approachable for everyday audiences. A refined serif font is introduced where needed for editorial or academic contexts, lending sophistication and credibility to INFTA’s research and policy communications.
The colour palette draws inspiration directly from the forest: deep moss greens and earthy neutrals provide a grounded foundation, while soft accents of seafoam green suggest renewal, breath, and vitality. These natural hues avoid the overused tropes of wellness branding, instead evoking timelessness, integrity, and global relevance.
Outcome
The revitalised brand identity for INFTA and IFT presents a cohesive, meaningful, and modern visual language that reflects the organisation’s expanding global influence. It successfully bridges the gap between science and soul — offering the credibility needed to engage governments and academic institutions, and the emotional resonance to inspire individuals seeking connection and healing through nature.
From certificate seals to scientific publications, from social media to summit banners, this new identity delivers adaptability, professionalism, and warmth in equal measure. It positions INFTA as a forward-thinking, globally relevant leader in nature-based therapy and ecological health.
The final outcome is more than a logo — it’s a visual representation of INFTA’s mission to promote evidence-based forest therapy as a credible, transformative modality for human and planetary wellbeing.
