Greenpeace USA:
Creative Audit + Rebrand
role: creative & art direction
Greenpeace is the bad boy of the nonprofit realm — and we wanted their creative to reflect that.
Greenpeace has never been afraid to challenge the status quo. Their creative should feel the same.
This rebrand explored a bolder visual direction, replacing generic environmental imagery with a system inspired by protest culture, human action, and the urgency of the climate crisis.
Their old look & feel
The biggest challenge wasn’t creating a new visual system. It was defining what Greenpeace should feel like.
Rather than centering the brand around nature alone, I wanted to center the people fighting to protect it. The identity drew inspiration from protest posters, grassroots organizing, and handmade activism, creating something that felt bold, imperfect, and impossible to ignore.
the moodboard
This new direction leans into an unapologetically alternative attitude, framing Greenpeace as a challenger rather than a traditional nonprofit.
This creative rejects neutrality and takes a stance against Big Oil, against the billionaires.
References to counterculture movements of the 70s and 80s feel nostalgic to both the people who’ve lived it, and the current youth who is living through a point in time that is constantly being described as “unprecedented”.
Our new creative
Performance
With the launch of the creative during our Earth Month campaign, we saw a massive year over year increase in revenue.
Our “For F**k’s Sake / For Earth’s Sake” creative was a high performer, and really resonated with our audience this year.
Credits
Client: Greenpeace
Agency: Interactive Strategies
Creative Direction: Joe Forsythe, Zoë Soriano, Megan Okrand
Art Direction: Zoë Soriano
Copywriting: Megan Okrand