Jenine Marquez
UX/UI Designer
The Ask
In my Advanced Web I class, we were tasked to come up with a digital campaign that encourages people to do small things to help the Earth. The goal of the campaign is to create a domino effect of small actions that will cause a large positive impact on the environment. We were given the freedom to build the brand from scratch, including the name and visual identity. Expected deliverables included a website, social media content, and other marketing tactics.
The Brand
According to Wiktionary.org, the phrase “small change” refers to “a minor or insignificant amount of money.” Since this organization empowers people to make small changes in their life to reduce their carbon footprint, the name “Small Change” serves as a double meaning, symbolizing both minimal behavioral changes and low-cost purchases that can help the environment.
Logo
Main logo
Stacked logo
Icon
To extend the “small change” wordplay, I used a penny-pinching hand for the icon. The circle being held is supposed to represent both the Earth and a coin, the index finger and thumb form a C for change, and the remaining three fingers represent three actions that one can take to reduce their carbon footprint. This icon shows that one person holds the power (especially purchasing power) to make a difference.
Typography
The type uses modern, rounded sans-serif fonts (think Spotify or Casper) and swaps loud all-caps for small-caps.
Colors
The main color scheme incorporates different shades of green to invoke the environmental nature of the initiative, but also brings in other colors like yellow, blue and pink, which feel both bold and muted.
Inspiration Board
The imagery is heavily illustration-based (inspired by brands like Headspace) to create a fun, friendly vibe with the audience.
Social Media
Social media is one of the main ways that Small Change will reach people. Through a friendly social media presence, Small Change will encourage people to not quit and keep living sustainably.
Although only Instagram posts are shown below, the campaign will also be active on Facebook and Twitter. In particular, utilizing the community nature of Facebook groups is a great place to foster a community of people who want to become sustainable together.
The Website
The website is the main hub of the Small Change organization. It contains several tips to live more sustainability, according to four color-coded categories: Reduce waste (yellow), conserve water (green), save energy (blue), and restore nature (pink). The website also includes a blog section and several CTA bars to sign up for our email newsletter.
