Greenpeace USA came to Echo wanting to do something incredibly ambitious: launch a brand new, state-of-the-art website on a new content management platform in three months. They shared with us that Greenpeace was in the midst of a brand evolution. While they wanted to continue to promote their legacy of protecting our environment and our animals, recent research showed that a more inclusive brand identity was winning out with younger audiences over the more aggressive, hard-hitting reputation of Greenpeace’s past.
To help rebrand Greenpeace USA for the future, Echo and the Greenpeace USA team’s early discovery centered around visual storytelling and creating a new narrative arc for the organization, especially one that avoided the text-heavy presentation of their old site. Because of the aggressive timeline and limited resources for the project, our teams determined that a one-day “content and UX boot camp” to define the vision for the site and strategic approach would be the best setting for a complete re-envisioning about how Greenpeace reaches its U.S. audiences online.