Imagine5 is a global non-profit storytelling platform and magazine for the naturally curious, created to inspire people to live in a more planet-friendly way. Through stories in print and online, it shows that sustainable change is already happening, led by people putting new ideas into practice.

We built the brand to put content first. It is bright, yellow and designed to give the stage to the people and stories featured by Imagine5.

We created the brand foundation, concept and identity and have continued developing them together with the organisation ever since. The ‘high 5’ logo is used flexibly to highlight key messages, while bespoke illustrations by Alec Doherty add another layer to the identity.

Typography ties the system together. PLAYTYPE drew Five Star and Five Gothic for the brand, with Five Star taking inspiration from serif typefaces of the 16th and 17th centuries and translating them into a semi-condensed display face. Across 14 styles from Thin to Black, the family gives Imagine5 a consistent typographic voice across print and digital.