The world over, Greenpeace is known globally for its peaceful protests and creative confrontations that expose global environmental problems and promote solutions. However, they have been losing relevance in the Australian and Pacific regions.
The Australian and Pacific Greenpeace teams came to Landor & Fitch with several distinct challenges; an aging donor base, a decline in ongoing giving and an inability to clearly define their point of difference and approach compared to the rest of the movement.
This organisation works tirelessly to save the planet, but we needed to save the brand.
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This project was created while I was the Australian Creative Director of Landor & Fitch.
Client
Greenpeace Australia and Pacific regions
Agency
Landor & Fitch
What we delivered
Brand strategy
Brand identity
Creative team
Julius Cruickshank, CD
Josh Sobel, DD
Chiara LaRosa, SD
Our approach
The business didn’t need to choose between its radical roots or its board-level negotiations; it isn’t either the activists or the suits; it isn’t hopeful or angry – it’s both. We created a strategy that celebrated and honoured that—uniting the team and clarifying their ongoing role in the fight against fossil fuels.
This new, grown-up strategy needed an identity to reflect it. One that would inspire supporters and let donors know Greenpeace had it under control whilst retaining the global brand.
We diversified their fonts and colour palette to create a richer and more adult brand. A brand that clearly expresses the global movement and honours the radical roots through reportage imagery and a dynamic graphic device.
Brand Strategy
The Landor & Fitch Strategy team worked with Greenpeace to create the “The Force for Good” strategy. It recognises the position of Greenpeace as being the leader of activism. Allowing hope to come to life along the journey through the strength of Greenpeace and the power of the collective that rally behind the badge.
Colourful future
The Greenpeace green is sacred, but we set about creating a palette of colours that complimented it. Blues, oranges and reds derived from the Australian and Pacific Islands themselves.
The Terrain
Ragged edges have a long history in protest posters; however, we sought a graphic device that could do more, so we designed ‘The Terrain’.
The Terrain is designed to flex from formal to informal. Depending on the application, it can be dialled up or down in intensity.
Coupled with our new colour palette, the Terrain could also depict the lapping waves or rolling hills found throughout Australia and the Pacific Islands.
