This project was guided by a new brand idea that signalled a strategic shift for the CarbonClick — ’Be Cooler’. It was the catalyst for a strategic shift, encouraging a proactive stance in addressing climate change and serving as a call to action for customers.

In close collaboration with CarbonClick's brand team, And Now embarked on a mission to translate this fresh brand concept into reality. Over three months, we engaged with CarbonClick's team and their customer base to comprehensively understand their challenges, market dynamics, and audience preferences. The outcome was a ground breaking Brand Design System that defied industry cliches, positioning CarbonClick as a pioneering force. And Now meticulously curated a toolkit featuring logos, photography, illustrations, typography, iconography, and colorful, human-centric designs.

Our brand system drew inspiration from CarbonClick's name. We created a distinctive logotype that became the brand's primary identifier. The 'carbon offset' pixel within the logomark was ingeniously repurposed as a recurring signature element, seamlessly connecting illustrations, secondary graphics, and interactive components. By emphasizing the action verb 'click' in the logo, CarbonClick could assert ownership of bold brand messaging. And Now, in partnership with CarbonClick product team, advised them on how to integrated the brand design system within the product, forging an unprecedented unified CarbonClick experience.

The new voice features punchy headlines that make people think twice, as much being friendly and fun telling people what they need to know. To precisely identify messages that resonate with climate-conscious customers, we conducted extensive qualitative research involving a diverse cross-section of CarbonClick's customer base, further substantiated through online testing. This helped to fine-tune acquisition and retention communications, illuminating the critical criteria for comparing CarbonClick to competitors.

In collaboration with the in-house team, we delved into the customer journey, interface design, and key flows, to infuse simplicity into the overall user experience. We introduced a cutting-edge guided selling tool, an innovative solution that empowers customers at our carbon offsetting business to take the reins of their sustainability journey. With this intuitive tool, customers can effortlessly navigate and self-select the perfect carbon offset plan tailored to their unique business needs. This tool streamlines the decision-making process, offering clear options, guidance, and expert insights along the way. As a result, , they're putting the power of positive environmental impact squarely in the hands of those who care about the planet and want to make a difference.

“AndNow pushed our business to be as brave as possible — going beyond the industry cliches to implement a brand strategy with passion and creativity. Our brand purpose ‘towards a cooler planet’ is now the driving force and inspires us to take steps forward”

Carolin Fischer, Head of Marketing