Cool Earth
Strategy | Creative
Different by nature: a refreshed identity for Cool Earth, practical and flexible, with a voice that feels like David Attenborough explaining climate change, scripted by Phoebe Waller-Bridge.
Different by nature
Five years ago, we rebranded Cool Earth with the idea of radical optimism. It captured their spark and helped them stand out. But five years is a long time in climate. The organisation had grown, and so had its needs. It called for more space and depth, and a brand idea they could grow with. The challenge was to build something more systematic: a mature idea, a wider toolkit, and assets their team could use every day.
Framing what matters
Their MO is getting hands dirty, planning quickly and acting decisively. So we built the brand to be hard-wearing, practical and tactile. An identity for a charity that’s just as at home on well-thumbed field manuals, signage and tools as it is on printed materials and in busy social feeds. The core design assets are our Earth-inspired framing device, a contrasting colour palette drawn from nature, and a type system defined with practicality front of mind. Each style serves a distinct purpose — impact, authority or clarity — ensuring the brand works wherever it needs to.
Ready for anything
Across a range of touchpoints, the identity grows, becoming recognisable and useful. A core ask was to make the identity more flexible than it had been — giving teams the tools to design investment materials as well as merch, within the same brand. Across the suite of ready-to-go social templates, we could help teams mobilise as quickly as possible, using a robust design system to develop clear messaging fast.
Voice in action
Alongside the new brand idea came a refreshed tone of voice and a practical toolkit the team could use every day. We captured the voice as David Attenborough explaining the climate crisis, with Phoebe Waller-Bridge writing the script. Smart, bold and witty. The toolkit gives the team clear dos and don’ts, a bank of headlines, a how-to for humour and even a blueprint for using AI in the brand’s style. From campaign slogans to funding reports to memes, the voice is now consistent, confident and different by nature.
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