The Clean Planet Fund
The Clean Planet Fund is now a separate arm of a larger organization (The Humanity Fund) that aims to empower communities by enabling action on environmental issues. My client wanted to brand itself as an organization whose message focused on both urgency and hopefulness for the future of our planet and its resources. The new logo was to be nostalgic and relatable, with an underlying message about what can save and what we are in danger of losing for future generations. The client was also looking for a design element
in its visual identity that emulated National Georgraphic's iconic yellow bar.
I created an introductory advertising campaign with a tagline, "We can do this." Environmental advocacy groups tended to focus on fear in their call to action. The Fund would have a visual identity and a call to action that communicated hope for the future, that it's not too late to make imapactful change.
