UNEARTHED - GREENPEACE UK's JOURNALISM PLATFORM REBRAND
Creative agency S-T, run by Steve Fenn and Tom Pollard, were responsible for creating the new brand identity for Greenpeace UK's award-winning journalism project, which seeks to bring about environmental justice through reporting. Originally established in 2012 under the title 'Energerydesk', the rebrand by London-based agency reconstructs the brand using 'Unearthed' to help the organisation appeal its brand of journalism to a wider, more mainstream audience.
The platform covers a range of environmental issues, ranging from forests to oceans, bees to air pollution as well as highlighting the politics and economics that underpin them. The rebrand and new appeal, will enable the organisation to take on greater, riskier stories that require time and resources (that many newsrooms don’t have) but that need to be told, now more than ever.
The new identity will be used across all digital channels. Its new website (https://unearthed.greenpeace.org/), made in collaboration with ON, establishes a platform for the Unearthed team to distribte their journalism across a range of subjects areas and an ever-growing audience.
The new typeface for the new name that utilises “cut-off” type in order to create a visual anchor point, no matter what word is used alongside imagery.
“Unearthed captures our investigative focus, and contains a pleasing nod to our hippie roots nestled in the centre, while the logo design has a techy/sci-fi feel that speaks to our nerdy side,” says Damian Kahya, editor of Unearthed.
This is a great example of how design can be used as a tool for the success of an environmental platform. Bringing platforms like this into the contemporary world, appeals to a wider audience, which accordingly should grow their reader-base and spread the important environmental news that the current mainstream media doesn't cover. Design thus has the ability to bring what may be considered more alternative news outlets into the mainstream, increasings its wider-appeal.
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