Cool Earth

Strategy | Creative

Cool Earth prides itself on being a different kind of operator: radical, optimistic, effective. The problem? The brand didn't feel that way.

An animation of the Cool Earth logo in vivid green, laid over video clips of the rainforest, and people working and living in the rainforest.
Radical optimism, Giving up is easy and People power written and repeated in a pattern on dark green background.
No items found.
Campaign material for the Cool Earth Time for Action campaign. It showcases Vivienne Westwood and says, "Radical voices".
The Radical Voices Cool Earth podcast open on a phone.
No items found.
No items found.
No items found.

Strategic seeds

We started by defining what made Cool Earth different: close collaboration with rainforest communities, nimble and effective working methods, and an unshakeable belief that people can prevent the climate crisis. The result? A new, foundational brand idea: “Radical optimism".

An animation showcasing Cool Earth messaging. "We don't know best. But the people we work with do. Getting out the way since 2007."
A photo showing two Cool Earth branded billboards, reading Climate action now and Back people back forest.
An animation. Icons in the Cool Earth brand, appearing and disappearing one by one.
No items found.
No items found.
No items found.
No items found.

Radical overhaul

“Radical optimism” demands energy and vitality. In came a condensed typeface inspired by activist posters and a vibrant, rainforest-themed colour palette. A new graphic device, The “O” from the logo, highlights the people at the heart of Cool Earth’s work.

The Cool Earth website open on a tablet lying on a wicker stool.
A Cool Earth case study branded with the new radical identity.
A page showcasing Cool Earth's tone of voice, asking you to consider whether Cool Earth should talk, or if you should pass the mic.
No items found.
No items found.
No items found.
No items found.

Louder than words

Our tone of voice maps the techniques behind energetic copy. But in keeping with Cool Earth’s radical spirit, it also starts with a challenge: a checklist to see if it’s a moment to speak or to pass the mic entirely.

A Cool Earth-branded tote bag.
Two Cool Earth branded labels hanging from strings in front of a rainforest background.
A gif showing a Cool Earth branded Instagram story.
Multiple pages of the Cool Earth brand toolkit laid out in a flat plan.
No items found.
No items found.
No items found.
No items found.

Ready for action

Equal parts radical and optimistic, Cool Earth’s new brand equips them to challenge the climate pessimists, champion indigenous knowledge, and pave the way for a new kind of charity work.

RELATED PROJECTS

Turning climate insights into action

Cervest

Turning climate insights into action

Humanising a data-driven brand

CUSSH

Humanising a data-driven brand

Creating coherence for a climate network

Climate Group

Creating coherence for a climate network