The Australian Government’s carbon neutral certification has recently been renamed, rebranded and relaunched.
Independent brand strategy agency The Contenders has been behind the development, evolving the program to operate under a new brand name: Climate Active. The new approach aims to move the brand beyond a certification and to reflect the ongoing partnership between the Australian Government and Australian businesses to take voluntary climate action.
“The Climate Active brand speaks beautifully to both businesses and the Australian community,” said Climate Active communications and engagement manager Polly Hemming. “It perfectly balances the rigour of our certification with the pride Australians feel about protecting our unique environment.”
Climate Active needed to work as both a brand and a certification. The brand needed the gravitas to live on its own, building long term equity. The certification needed to offer instant credibility alongside the likes of Qantas, Intrepid and the City of Sydney.
“Every aspect of the brand is anchored around carbon neutrality: reducing and offsetting emissions,” said The Contenders CEO Joe Rogers. “The concept of offsetting is explored both literally and figuratively, creating a movement, a step in the right direction and future action. As such all design elements did exactly that, visualising an offset through the identity, iconography and typography.”
Climate Active is empowering Australians to take climate action, now and for the future. Driven by certified members and activated by the community, this is a unique government-backed program that enables all levels of Australian society to work together to do their bit.
“We feel very honoured to be part of this highly influential cooperative between government, business and the community, which empowers Australians to take positive climate action,” Rogers said.