Earth Pledge
Brand Center
Visual Systems
Analytics
Sustaining a unique brand story
Earth Pledge is a nonprofit organization that originated as a United Nations committee chaired by Theodore W. Kheel to promote interest in the 1992 Rio Earth Summit. The organization has grown much over the past few years as sustainability has become an increasingly important issue to corporations and communities.
Lippincott was asked to help reposition the brand, develop an effective brand architecture, update its logo and visual system, and create an appealing and informative Web presence.
Challenges
Earth Pledge had grown rapidly as sustainability had become an increasingly important issue. Due to this growth, the brand needed a new positioning and identity in the marketplace in order to effectively engage and inform audiences.
Because presentation of names and endorsements felt somewhat fragmented, Earth Pledge was missing an opportunity to clearly and consistently make the linkage in audiences’ minds between Earth Pledge and its key initiatives or components.
As is the challenge with many of the clients we work with on a pro bono basis, finding appropriate and affordable imagery that allows for differentiation in a crowded landscape and can still look professional when materials are printed in-house was a challenge for Earth Pledge.
Actions
Built brand recognition through consistent messaging, look and feel
Connected key initiatives to one another and to Earth Pledge
Clearly communicated the purpose and mission of the organization
Presented Earth Pledge as a “do-tank” — innovators on the forefront of sustainable ideas
Refreshed the logo and developed a confident, professional visual system which identified the brand as scientific yet engaging and innovative, attributes that speak to corporations and governments
Distinguished Earth Pledge from a large field of environmental non-profits through a professional, informative and visually appealing web presence, stylish trade show booth construction, apparel, communications materials