Planet Mark

Market context

Scope: Research & Insight > positioning, strategy & TOV > brand system, brand guidelines. 
Sector: Sustainability certification.

The world entered The Decade of Action in 2020, promoting accelerated sustainability solutions to one of the world’s biggest challenges, climate change. Its aim is to deliver its Sustainable Development Goals, 17 goals that address the global challenges we face, including poverty, inequality, climate change, environmental degradation, peace and justice.

Planet Mark is a sustainability certification that recognises continuous improvements, encourages action, and builds an empowered community of like-minded individuals. It is run by a passionate team who believe meaningful sustainably
in business is the only way forward to protect the planet
for future generations. 

Challenge

Sustainability has gone mainstream. Planet Mark found itself in an increasingly crowded market of green coded sustainability programmes. To improve standout and reach, Planet Mark needed to establish itself as a champion for a new audience.

The team approached Structure to redesign its brand identity and develop a powerful story that would ignite a sustainability movement.  The redesign was an important step to support its mission – to build a flourishing society, end the climate crisis, and create a planet fit for life.

Empowering change for
a brighter future 

The strategic solution was derived from in-depth research which revealed a shift in sustainable attitudes – ‘people want to make a difference, but they don’t know how’. Brands should not be demanding action but empowering people with the tools to create change. This insight unlocked the brand vision and put change at its heart.

Our insight informed the creation of a powerful proposition, focusing on how Planet Mark is able to equip members with the knowledge, tools and support to make a difference, and create a positive change. This is summarised in a simple and compelling way, ‘Empowering change for a brighter future’.

Inspired by the planet, the new identity
is a champion of change, with a solid baseline and segments representing a new horizon and the urgency of time.

‘The’ was dropped from the new identity to
dial-up international appeal–Planet Mark.

“The new modern identity communicates a positive,
clear message that hope is on the horizon and together
we will build a brighter future for us and our planet.”
Steve Malkin, CEO Planet Mark

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