This was our response to a soft rebrand for the internationally known Greenpeace. We created a visual update for their online presence that took the original branding and tone Greenpeace has crafted for itself, and updated it in a tasteful way that would resonate with a larger audience.
Our collaboration led us to re-think their colour scheme, leaning into their cause and letting that influence their new visual language. We opted to craft a natural colour palette that kept true to their original colour scheme, but brought it forward to a more modern and impactful place. To amplify their story further, we brought more imagery into their online presence. Our user research showed a huge increase in engagement when imagery was used in conjunction with articles and calls to donate to reach people and drive traffic through the site. The imagery selected was chosen to carefully compliment the new natural feel of the brand. This in combination with their new palette created a beautiful digital landscape, allowing the brand to flow seamlessly between breathtaking vistas and tragic portraits of the endangered.
Flexibility was key to the user journey that we designed. It was important to create a natural flow to the information the user comes into contact with, and with that we had to create many contact points and calls to donate without it ever feeling forced. Easy Direct debits where paramount as Greenpeace is entirely self funded, making donations its life blood. With all this in mind, the modular system we created allows the site to serve content to its users based on their interests and the route they take through the site. This was implemented in conjunction with an overhaul in their blog navigation, giving users access to more efficient filters and search terms, giving users a more curated experience.
As a final UX flourish, we implemented a custom donation system allowing users complete freedom over their transactions. This was not only proven to encourage a higher amount of donations due to users being encouraged to enter what works for them, but also saw users final interactions exceeding the previous donation cap.