DigiAdGood

DigiAdGood, led by Dr Becky Jenkins at Bournemouth University and part of the ESRC Digital Good Network, set out to rethink how digital advertising is measured, moving beyond ‘engagement’ towards metrics that support human wellbeing.

The project needed an identity that looked credible, digital-centric, and authoritative, yet warm enough for a wellbeing agenda. We created a clear, confident identity, built from the everyday shapes of digital advertising. Our logo takes the rounded square of an app icon (a shape people interact with every day) and uses it as the basis of an identity that evokes screens and code. For flexibility, we distilled the mark to a single ‘D’ avatar.

The same square and rounded forms extend readily into infographics and data graphics, giving the project a consistent way to present its findings. Glass-style frames with a semi-transparent blur laid over photography echo the screens through which we meet digital advertising, while careful image choices keep people at the centre of the issue.

Across the wider system, we used Bisect, a geometric typeface built to work in print and on screen, whose characterful forms keep communications recognisable as DigiAdGood even when they run without the logo. We set body text in Neue Haas Unica so every communication stays clear and accessible.

We also applied the identity across Digital Good Network reports, social media, and event materials, giving the research a clear, recognisable presence as the team developed and piloted wellbeing-based advertising metrics with industry partners.