Hold investment and community interests together
Present investment, community interests and environmental protection as connected commitments rather than competing messages. For Level, stakeholder interviews across the business and its partners established that commitment to local communities should drive the brand. Its predecessor, Carbon Tanzania, developed verified carbon offsets to protect forests and help communities and local governments realise value from managing natural resources.
The Level name brought together equity's meanings of investment, fairness and balance: between people and nature, investors and protectors, and increasing investment while decreasing human impact on the environment. The visual identity carried the same relationship through warm, earthy and cooler corporate colours, citizen-led photography, and messaging about work underway and work still to come.
Make the relationship concrete by explaining how investment supports conservation and how communities share in its value. The World Resources Institute reported in 2025 that payments for ecosystem services can strengthen conservation, land rights and livelihoods, but direct payments can fall short of fairly compensating Indigenous peoples and local communities for their efforts and opportunity costs. Fairness therefore needs an explanation, not just a place in the brand vocabulary.