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Human-powered design with clarity, purpose and speed.
Human-powered design with clarity, purpose and speed.
Genus started as a powerful idea. Turning sustainability into a game that educates and empowers the next generation to take real action for the planet. But the idea had yet to be transformed into something tangible... Primary school kids facing rising climate anxiety needed something that channelled worry into action and felt genuinely engaging to be part of. Parents and teachers needed confidence that genuine learning sat behind the play. Genus had to deliver all of that, built from the ground up.
Brand Design
Design Strategy
UX/UI Design
A brand and digital experience that turns a powerful idea into action. One that gives kids a reason to care and a fun, engaging way to act, housed within a rich interactive world that rewards every step they take. While giving parents and teachers confidence that genuine learning sits behind the play.
Immersive, fun and built for action. Kids create their own planet-saving hero and dive into a vibrant underwater world of challenges, missions and games designed to turn everyday moments into real action for the planet.
Every character, accessory and the underwater environment was hand-crafted by a Barcelona-based illustrator and designer, chosen by a panel of school kids. The creative direction and aesthetic of the experience set by the audience using it.
As challenges are completed, kids unlock pets and objects with special abilities, ocean-themed outfits and new hairstyles for their hero. Each upgrade pulls them deeper into the world, turning progress into planet-saving momentum.
Every action is broadcast into a live social feed, showing kids what their friends are doing, which missions are being completed and how close everyone is to their next level-up. A social experience built to fuel real-world action, not endless scrolling.
Awards and badges track progress across categories like waste reduction, energy use and sustainability knowledge. Every action feeds a single metric that turns small wins into something measurable, impact captured in tonnes of carbon saved.
An organic, friendly identity inspired by the planet itself. Approachable enough to land with younger kids, built to flex and mature alongside the experience as it grows across age groups.
