A Brand Strategy for Transformative Change
CLIENT: Greenpeace USA | ROLE: Creative Director, Copywriter
For more than 50 years, Greenpeace has been an iconic contributor to the global environmental movement. As pioneers of nonviolent direct action and masters of culture-shifting communications tactics, Greenpeace has bravely exposed the various ways corporate greed and government apathy have sacrificed the well-being of the planet and its inhabitants for the sake of profit. As the environmental movement has evolved and new threats have emerged, Greenpeace’s mission and, in turn, its audiences have become broader and more diverse. As the organization engages its current and aspirational audiences, its has struggled to tell a cohesive story about itself and its work that is both relevant for today and consistent with its history.
Greenpeace USA, the U.S.-based arm of the global Greenpeace network, engaged my team at Threespot to create a brand messaging strategy that could be used by its communications, marketing, and development teams to connect with their own unique audiences in a consistent and compelling way to deepen trust and drive action. Building on original research including a nationwide brand perception survey and extensive internal stakeholder work, I created a concise brand story, messaging framework, and editorial toolkit that will empower Greenpeace’s team of brand messengers to tell a coherent and powerful story to demand the transformative changes that science and justice demand.
