The client wanted to use the concepts of power and energy and the importance of the collective individualities in an ecosystem.
It represented a parallelism between the fact that everything complex in nature is made out of smaller intertwined and coordinated parts, such as a successful advertisement campaign is comprised of several small, multidisciplinary efforts and teamwork.
The logotype is an upward spiral with a phi ratio of growth (aka the golden ratio). Nature has a tendency to scale biological growth, spiral arcs, atomic and galactic structures, and all manner of structural and flow forms upon the phi ratio, due to its optimal efficiency for exactly this need: scaling from micro to macro as harmoniously and seamlessly as possible.
The photographs used in the collateral pieces refer to the concept of collective individualities in an ecosystem. For example, how trees make up a forest, how red cells make up blood, how the teamwork of the individual bees make up a thriving colony, how the protective animal fur is made up of a lot of little hairs, how the nourishing rain is made up of millions of water droplets, etc. A complementary fluoerescent colour palette represents the vibrant, youthful and groundbreaking personality of the new agency.