Challenges
One of the challenges Reforest faced was needing to educate the public about carbon offsets. Consumers often feel confused, conflicted and unsure if individual actions like buying carbon offsets when booking flights were having any measurable impact. Reforest needed to show the positive impact of individual actions, and how the bystander mentality is not sustainable for creating change.
In addition, there are a lot of questionable offset programs out there. Reforest needed to establish a high level of trust and credibility, to ensure consumers had confidence in their brand and mission.
Strategy
With these challenges in mind, SOAK set out to create a brand strategy, brand visual language and digital marketing strategy that would overcome these challenges to rapidly spread awareness of Reforest’s up-and-coming app launch.
Results
We developed a strong brand identity for Reforest that represented reforestation projects in a novel way. SOAK conceptualised the idea of adding a feature on the app where consumers could grow their own forest to make a flight carbon negative. Through this highly tangible and visual representation of tree planting, the idea of carbon offsetting became less intimidating to consumers, and Reforest gained a strong point of difference.
