CleanBC

GOVERNMENT OF BRITISH COLUMBIA

Tackling the climate emergency takes real leadership with a real plan. And bringing people together to make progress takes a strong and thoughtful brand identity, rooted in the pride that people feel and the aspiration to protect future generations.

As the BC government developed one of North America’s leading climate plans, our team worked with the government to develop the plan’s brand name and comprehensive visual identity. Informed by extensive research, we recommended the name CleanBC. Our team of designers brought a crisp, modern, uplifting aesthetic to life with a green and blue palette that reflects BC’s incredible land, sea, and air. The tagline, our nature. our power. our future., speaks to British Columbians’ strong sense of environmental stewardship and pride. It captures the vision and mission of the plan in a single phrase that reflects the power and potential of positive action to make a real difference in the fight against the climate crisis.

To showcase the CleanBC plan and make it available to British Columbians, we developed a simple but stunning website, strong on BC’s outdoor imagery. We brought people there with a flight of six- and 15-second ads, used online as pre-roll and social posts. Each of the ads set out the key points of the plan over imagery of BC’s wilderness. Complementing the ads are a collection of shareable images, keyed to a particular initiative under the plan. And we also developed a campaign to promote regional telephone town halls across BC.