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Lorax Rebrand

Lorax Partnerships, 2022

Lorax is a green solutions company that provides consulting services to developers, business owners, architects, and real estate professionals interested in improving the environmental performance of their company or projects. When new ownership recently acquired Lorax, their team partnered with Ashton to develop a fresh brand that clearly communicates their green expertise. Inspired by beauty and symmetry found in nature, we reinvigorated the brand by embracing a forward-looking and a dynamic visual system.

Identity / Print 
Logo Design
Identity Development
Email & Newsletters
Business Collaterals


The new Lorax aims to be a digital-first company, effectively reducing and minimizing their material waste and carbon footprint. We seized the opportunity to create a dynamic logo that is active within the digital environment. This integrative logo, complemented with a fresh and high-contrast palette, heightens Lorax’s notability to their clientele.


The multi-icon system lends itself well to customization, enabling the team members to choose icons for their stationery sets, notecards, and business cards.


Digital collaterals and email newsletters were optimized for web and mobile use through thoughtful navigation and custom-designed icons.

Newsletter icons were redesigned in line with the new brand to correspond to Lorax headlines.