A brand built to hold a movement
After Acción Andina won the Earthshot Prize, Global Forest Generation needed its brand and website to match the scale of its mission — and to make room for its flagship initiative without losing itself.
The story
The Challenge
Success created the problem. Acción Andina’s momentum, capped by the Earthshot Prize, was beginning to eclipse the Global Forest Generation brand itself. GFG needed to celebrate its best-known initiative without disappearing behind it, refresh a website that hadn’t been redone in years, and equip a small team with branded materials for a moment of unprecedented visibility.
Our Approach
We started with brand strategy, not pixels: a consultation to clarify GFG’s vision, mission, values, and unique value proposition, and to define the architecture between GFG and Acción Andina (parent and flagship, each strengthening the other). From that foundation we developed the visual system of palette, typography, and iconography, redesigned the website with a logical architecture that showcases conservation impact, and extended the brand into the tools the team uses daily: annual report, PowerPoint, business cards, and email signatures.
Why It Worked
Brand architecture is a strategy question before it’s a design question. Answering how GFG and Acción Andina relate before anything else meant every downstream decision, from the sitemap to the email signature, reinforced one coherent story about restoring forests.
The Results
A streamlined brand that holds both GFG and Acción Andina
Better SEO, a logical architecture that showcases conservation impact, a more accessible design, and every deliverable on time
A full kit of branded templates, so consistency doesn’t depend on a designer being in the room
An ongoing marketing engine now amplifying the new brand
A partnership that outlasted launch.
Working across the Americas helped: Elevation’s bilingual team understood the regions where GFG works. After launch, GFG extended the partnership into paid search and paid social campaigns to grow the audience the new brand deserves.
“Elevation has supreme customer service. They were very transparent in their process and never failed to come through on time. Yet, they were flexible with our sometimes-changing needs and timelines. They are a full-service agency with a deep understanding of nonprofits — and it shows. I will definitely be working with Elevation again!”
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