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From green to groundbreaking


The UK’s Green Building Council was originally set up to campaign for a sustainable built environment. Moving away from this finite concept, they wanted to showcase their true value to the industry: research & innovation, membership networking, influencing policy, educating and setting industry standards. However, a lack of clarity about what they do, fatigue over the use of the word ‘green’ and an outdated look called for a complete brand overhaul.


Trade Association

Project Type

Design - Print - Digital - Strategy


Our thinking

We saw a need to transform the brand from a static, membership organisation into a dynamic, active, unified charitable organisation, driven by a common goal. We distilled a core purpose that brought together the organisation’s work and ethos, and created a brand identity to match.

Drawing on the Fibonacci Sequence found in the sunflower, these visuals created a more modern and layered representation of sustainability – with space for innovation, efficiency and collaboration alongside being ‘green’.


“Earth won a pitch against 4 other agencies due to their strategic approach of putting organisational purpose at the heart of our rebrand. The team were passionate, responsive, and charming as well as correctly challenging us when necessary to steer us in the right direction. They worked extremely collaboratively with us to achieve the best results and went the extra mile to meet our exacting timeframes. We are delighted with our new identity and would recommend Earth to other purpose-driven organisations.”

Julie Hirigoyen, CEO, UKGBC

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