LRX

LRX works to restore and protect Australian landscapes, combining ecological expertise, data and on-ground restoration to demonstrate measurable environmental and financial value. Its work connects the natural environment with the information needed to understand, measure and support its long-term health.

MASS partnered with LRX to develop a visual identity that reflects this relationship. The challenge was to create an identity that could communicate the organisation's work with clarity and credibility, while moving beyond the familiar visual conventions often associated with environmental organisations.

At the centre of the identity is a distinctive logomark, supported by an extended visual language that draws inspiration from the patterns, systems and interconnectedness found in natural environments. The visual approach balances structure and organic variation, creating an identity that feels both considered and alive.

A bespoke generative pattern system extends this language further. Rather than relying on a fixed graphic device, the generator creates unique patterns that evolve across applications, reflecting the diversity and complexity of the landscapes LRX works to restore. Each iteration offers a different expression of the system, giving the identity a sense of movement, depth and individuality.

The identity was applied across a selection of branded materials and brought together in a cohesive set of brand guidelines. The result is a distinctive and adaptable visual system that gives LRX a recognisable presence across its communications.

— Visual identity
— Logomark
— Extended visual language
— Bespoke generative pattern system
— Branded applications
— Brand guidelines