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.
![Branded material for Cool Earth. It shows a tree appearing out of a white circle on a lime green background.](https://cdn.prod.website-files.com/644aaac2fb68406c73a393d2/648c5e4f45c6e8a0ce95862b_graphic-device-cool-earth.jpg)
Strategic seeds
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.”
![Campaign material for the Cool Earth Time for Action campaign. It showcases Vivienne Westwood and says, "Radical voices".](https://cdn.prod.website-files.com/644aaac2fb68406c73a393d2/648c5e5a64b65fd75e289ce3_podcast-cover-cool-earth.jpg)
![The Radical Voices Cool Earth podcast open on a phone.](https://cdn.prod.website-files.com/644aaac2fb68406c73a393d2/648c5e5bda31b1245d888c83_podcast-cool-earth.jpg)
“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.”
![Outdoor advertising for the Cool Earth Time for Action campaign.](https://cdn.prod.website-files.com/644aaac2fb68406c73a393d2/648c5e5b2ab03a8a820394c6_posters-cool-earth.jpg)
Radical overhaul
“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.
![The Cool Earth website open on a tablet lying on a wicker stool.](https://cdn.prod.website-files.com/644aaac2fb68406c73a393d2/648c5e5b95b80bc5880c0121_ipad-cool-earth.jpg)
![A Cool Earth case study branded with the new radical identity.](https://cdn.prod.website-files.com/644aaac2fb68406c73a393d2/648c5e5bc498859c7f05e26b_presentation-slides-cool-earth.jpg)
![A page from the Cool Earth brand toolkit showcasing the tone of voice that asks people to consider whether it should be Cool Earth talking, or if they should pass the mic, every time they write or speak for the charity.](https://cdn.prod.website-files.com/644aaac2fb68406c73a393d2/648c5e5bc7e4396e93d2bbca_tone-of-voice-cool-earth.jpg)
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.
!["Radical optimism" and "Giving up is easy" written and repeated in a pattern. Behind the phrases are different coloured backgrounds.](https://cdn.prod.website-files.com/644aaac2fb68406c73a393d2/648c5e5c4c0f10df3fcce3d4_skateboards-cool-earth.jpg)
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.
![Two labels branded with the Cool Earth identity hanging from strings in front of a rainforest background.](https://cdn.prod.website-files.com/644aaac2fb68406c73a393d2/648c5e4f4eaab9a4687626a3_clothing-tags-cool-earth.jpg)
![A Cool Earth-branded tote bage. It's dark green, with the word, "Believer" written on it in very pale green. It has a red handle.](https://cdn.prod.website-files.com/644aaac2fb68406c73a393d2/648c5e5c66755a099129d8ae_tote-cool-earth.jpg)
![Multiple pages of the Cool Earth brand toolkit laid out in a flat plan.](https://cdn.prod.website-files.com/644aaac2fb68406c73a393d2/648c5e4f7cc69a36bfcba927_guidelines-cool-earth.jpg)