Greenpeace came to Teal with an outdated ‘blog-based’ website, riddled with multiple calls-to-action and lacking in focus and sophistication. The design felt more like that of a small environmental nonprofit–not an international environmental powerhouse. With so many priorities competing for your attention, the site was difficult to navigate and content was hard to find.
They were also on a super tight timeline. They needed to launch the new site on a new content management platform in three months. (Yes, three months!) Teal–then a part of Echo & Co–responded by whipping up a one-day boot camp to sprint through the initial planning process. We quickly determined that increasing user engagement meant crafting a strong narrative and setting explicit, easy-to-spot calls-to-action against a backdrop of a provocative design, as bold as Greenpeace itself.
Driven by this strategy, Teal and Greenpeace worked diligently over the next few weeks to craft a powerful user experience that:
Conveys Greenpeace’s audacious yet sophisticated brand personality and makes the user the hero of the story with a provocative question that inspires a sense of agency (i.e. *I* have the power to do this)
Showcases evidence and ‘fast facts’ about Greenpeace’s impact
Is infused with focused easy-to-spot calls-to-action (i.e. wherever you see the Greenpeace bright green, there’s something you can do!)
Tells the visual story of how Greenpeace works and why the Greenpeace theory of change is effective.
Offers proof through victories, personal stories, and in-the-field action photos and videos
An award-winning website
Our collaborative partnership with Greenpeace resulted in a provocative, action-inducing website that captures the organization’s essence: bold, gritty, and unapologetic. The vibrant new look inspires action from front-line volunteers, dedicated donors, and the newly inspired; while the polished, serious presentation captures Greenpeace’s thoughtful, non-violent approach to raising the quality of public debate.
The website earned a Webby Award honorable mention and a spot on the 20 Best Nonprofit Websites and served as a digital model for Greenpeace chapters worldwide.
Working with (Teal) and Echo&Co on the site was one of the best working experiences I've had. I'm proud of what we created together. I had worked on a lot of projects where the designers were given a remit and they did their job and then non-designers overruled/changed so much of it. I wanted to respect everyone's expertise on this project and your talent allowed me to do that fully.
Nicole Sands
Deputy Digital Director
Year of Completion
2015
Issues
Services
Project Team
Teal Media is a woman-led creative agency that builds brands and websites for nonprofits, foundations, and mission-driven organizations. We have a core presence in Washington, DC and Detroit, MI.
