Volunteering at Greenpeace
An end to end branding project designed to foster community and build connections amongst new Greenpeace volunteers.
Background
I was initially assigned this brief in my first year of university in a Visual Communication unit. A few years later when I was putting together my portfolio, I stumbled across it in a document titled finalFINALREAL_FINAL.docx. It was … bad. So, I decided to have another crack.
The Brief
Design a holistic brand identity that is solely for Greenpeace volunteers. It has to stand alone as a brand but also connect back to Greenpeace as a parent company, as well as appeal to a younger demographic.
The purpose behind the Volunteering at Greenpeace brand is to create a sense of community amongst volunteers, encouraging young people to sign up and take action.
Design Process
My process began with research into Greenpeace, in particular, their core values of using peaceful demonstrations and protests to bring attention to important environmental issues.
After I had a solid grasp on the existing Greenpeace visual brand and their mission, I got to work sketching out different ideas for how I could adopt the visual style to appeal to the volunteer branch of the company. Eventually these sketches turned into wireframes and high fidelity mockups.
Colour
The volunteering arm of Greenpeace needed to have cohesion with the parent company. I achieved this by using complementary colours with similar blue-green hues, but varied the tone, saturation and contrast of colours in the new palette.
Existing colour palette
Volunteer colour palette
Logo
Logo ideation began with sketching out words, themes, and motifs that I wanted to convey in the branding and overall identity. This included themes of human connection to nature and each other, fluidity, and movement. It was important that the logo could be easily adapted to different mediums, such as being printed onto t-shirts or signage.
What started as an exploration into themes of nature turned into an interest in typography. I thought the G and P letters worked really nicely together and created the sense of fluidity that I wanted to convey, so I followed that path to create the final logo.
Typeface
When considering the brand typeface, I was conscious of continuing the sense of movement established in the logo, whilst still retaining a connection to the Greenpeace brand. I chose to combine a clean sans serif font with a script style typeface to reinforce the sense of fluidity, and create contrast between formal and playful.
Logo Application
Mockups were created to visualise the logo and brand marks in different use cases, ensuring that all elements worked together and remained cohesive.
Website Concept
To complete the Volunteering at Greenpeace brand and further foster a sense of community among volunteers, I created the Volunteer Hub website mockup. The landing page of the website acts as a welcoming and informative platform where users can browse resources, and contacts and see upcoming events.
Once logged in, users are able to view their profile, which features progress snapshots for campaigns, awards and see their connection to other volunteers.
