Greenpeace required a distinctive brand identity for their vital campaign, with the aim of reaching a worldwide audience and inspiring the necessary change for our planet. The branding had to be iconic, easily identifiable, and have a global impact.
The campaign is inspired by the visual language of activism and features a low-fi, do-it-yourself aesthetic.
The goal is to create an empowering movement that people worldwide can support to encourage their leaders to sign the treaty. The simple but striking look of the campaign helps to deliver a powerful message - that the time for change is now.
We created an icon set for the campaign that leans into the activism aesthetic by using a handmade, cut-out graphic style.
Clarity and impact were the main considerations in the icon design. The icons would be used by Greenpeace offices worldwide in multiple languages, so needed universal legibility and instant impact.
As part of the campaign, the messaging utilised a robust typography style that caught the eye. However, the messaging was kept simple enough to allow for easy translation into various languages for global use.
In order to ensure that the message of the campaign is easily comprehensible, a straightforward stamp mark has been created for use by all Greenpeace offices dedicated to addressing the crisis of plastic pollution.
The design of the logomark is centred around the concept of a badge of distinction that indicates membership of the treaty and features a visual representation of the globe.
Four distinct versions of the logomark have been developed, with each one highlighting a different continent of the planet. This approach enables Greenpeace offices across the globe to have a regional sense of ownership over their respective logomarks.
The campaign has been making waves globally and has helped Greenpeace to capture the attention of political leaders, the news media and the general public worldwide.
The visual impact of the campaign branding has helped it to cut through the noise and reach a huge audience with clarity and purpose. We really hope the campaign will be successful and are proud to have been able to help with it.
