A hugely ambitious global campaign, aiming to unite nations around the world putting an end to the plastic pollution crisis, by addressing it root cause. To End the Age of Plastic.
The challenge
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.
A clear and powerful message
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.
Iconography
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.
Campaign messaging
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.
A badge of honour
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.
Brand Development
In close collaboration with multiple European and US-based Greenpeace teams, we created a branding system for the treaty that effectively promoted the campaign to the global news media and a worldwide audience. Our iterative process led us to a visual style that effectively conveyed the message and urgency of the cause.
The result
Bolton Family Hubs now have a brand that reflects the diversity of the local community, that is friendly, welcoming and accessible. Involving local families on the development of the brand will hopefully mean they feel connected to the hubs, and will encourage as many people as possible to access help and support.
Massive thanks to the team at Flow for creating such an empowering brand identity for our Global Plastics Treaty Campaign. We needed an identity that worked internationally, that would grab our audience’s attention and that evokes hope and ultimately urgency for action. We are delighted with the outcome and are excited as it comes to live globally.”
Capucine Dayen - Head of Comms & Engagement Plastics’ Campaign ● Greenpeace USA
Credits
Creative Director:
Karl Doran
Design:
Josh Taylor
Illustration:
Nadia Kawafi
Motion Design:
Matt Volp
