In the foreseeable future, the North Pole could be open water. By then, the consequences of global warming will be beyond human control. But the largest rally so far about climate change attracted only a few thousand people. What’s missing is a movement.

Too much “me” is the problem communication must solve. Most individuals don’t notice the effects of climate change. And business interests question investment in preventive measures.

Inspiration for Al Gore and the design team came from America’s founding document – in which “We the People” faced a shared peril and contracted for a new, shared future.

The transformational story is the logo itself. We are the solution, but we still includes me. And the green circle, well, you know what that’s about.

We needed a unique visual language with clarity and warmth. So we created a new typeface to do just that. The letter forms are strongly declarative, while their rounded shapes convey a sense of openness and optimism.

The transformative logo is an actor in the theme line. Ads like this newspaper spread aimed to enlist everyone as climate activists.

Advertising without argument: The Alliance for Climate Protection seeks to catalyze a cultural shift from a hyper-individualized society toward a shared future.

Personal gear helps individuals identify themselves as members of a social movement, while helping to fund the organization.

No baby seals, no industry villains. The website is idea-driven. The simple interface and no-nonsense design convey the sense of a citizen organization with a job to do.

Design thinking alone ignited media coverage, a force-multiplier for budgets better invested in programs. We help organizations put their effort where it has the greatest tangible affect.