Greenpeace Global Identity

The natural world cannot be defended with the mindset that is destroying it. Inkahoots worked closely with Greenpeace over several years to co-create an alternative ‘people-powered’ approach to their new global identity guidelines.

In collaboration with Dr Oliver Vodeb we undertook an extensive literature review (see here) of relevant Greenpeace literature, combined with existing critical research on branding, as well as workshops, stakeholder interviews with representatives from Greenpeace International, Nordic, Africa, China, Brazil and the United Kingdom, and an online survey of hundreds of Greenpeace staff and volunteers.

Our ambition was to develop and implement post-branding – a strategic, ethical alternative to communicating collective identity. Our research shows that branding reproduces power relations embedded in capitalism (it’s not neutral, it’s part of the problem).

The goal of the global guidelines is to support Greenpeace to steer clear of corporate branding – so the network can communicate in ways that are aligned with its values and purpose, and connect more meaningfully with audiences and communities to bring about the changes the world urgently needs.