Greenpeace People vs. Oil

An international brand identity to call time on the age of oil. Our latest collaboration with Greenpeace aims to make fossil fuel use a thing of the past.

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The Challenge

  • How do you bring the world together to make fossil fuels history? Due for roll-out in late 2018, our new brand identity and guidelines will help unify campaigns across the planet.
  • Greenpeace teams will be able to tailor assets to their local needs, while still being part of a single unstoppable movement.

The Solution

  • Our discovery process made clear that our campaign would need to flex and adapt to work with very different campaigns under the same umbrella.
  • We conducted a naming workshop with the goal of finding frameworks that could adapt to different Greenpeace localities and their specific message requirements.
  • Our chosen creative route focused on disrupting the oil space, championing dynamism, and echoing the idea of “people-powered activism”.
  • Our design system allows campaigners to add their own expression and emotion – creating something unique and powerful.
  • Greenpeace asked us for a campaign website design that was flexible enough to be used by multiple Greenpeace teams and endeavours across the world.
  • As the campaign was being used and adapted by teams across the globe, Greenpeace also needed a central brand hub to make the assets as accessible as possible.
  • To deliver this to users globally, we built a highly-optimised and responsive website, powered by a flexible and modular CMS. This gave Greenpeace all the tools they need to support and energise teams worldwide.

The Results

  • Our new brand identity rolled out across multiple Greenpeace campaigns in late 2018.
Greenpeace People vs. Oil campaign brand identity by Human After All design agency

Greenpeace People vs. Oil campaign aim

Greenpeace People vs. Oil brand hub website on devices

Greenpeace People vs. Oil logo variations

Greenpeace People vs. Oil brand hub website

Greenpeace People vs. Oil branding example

Greenpeace People vs. Oil brand identity on social media

Greenpeace People vs. Oil brand messaging

Greenpeace People vs Oil campaign website

Greenpeace People vs. Oil campaign flyers

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