Battling climate doommongers and a crisis of trust in aid work, rainforest and climate charity Cool Earth prides itself on being a different kind of operator: radical, optimistic, effective. The problem? Things didn't feel that way.
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.”
“We had the pleasure of working with Human After All for our rebrand and couldn’t sing their praises more. We truly considered HAA an extension of our own team. We were so proud of the end result that we hired them again to create our annual end of year campaign.”
“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.
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.
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.