Earth Alliance

Changing the climate narrative with The New Editorial

Creators can shift culture and galvanize collective action. Earth Alliance was founded on a mission to harness that power in the fight against climate change. Together, we created an accessible, actionable guide to the IPCC Report, and then expanded our strategy to focus closely on digital creators. We built a brand, editorial product, and platform dedicated to impacting the climate change narrative.

What We Did

  • Brand strategy and design
  • Editorial product design
  • Content strategy
  • Social media strategy

What We Made

A variety of different mushrooms displayed within a circular border. The mushrooms are in shades of brown, orange, and white, showcasing various shapes and sizes, including some with spotted caps and others with frilled edges.

With support from Laurene Powell Jobs and Leonardo DiCaprio, plus a team of alums from the White House, the Atlantic, Vox, and other mainstays of tech, media, and politics, Earth Alliance was well-positioned to make a big impact. They came to us in early startup mode, looking to define and build their brand and strategy. They knew they wanted to be a positive voice in the climate movement and inspire people to individual action, but nothing else was defined yet.

Initially, we worked to envision and define the brand, emerging with brand guidelines and a website to support what we now knew was a philanthropic media studio. Then we entered an editorial-driven product development and build phase centered around a unique aspect of the Earth Alliance mission—it treats creators as part of the creation. We mapped out a years-long content strategy, guided by audience theory, as we imagined a community platform that generates a creative feedback loop with its audience: Nuggets.

A collection of seven colorful nugget posters displayed side by side. Titles from left to right: "Futures For All," "Electrify Everything," "Death to Greenwashing," "Fad Fungi," "Dark You Shall Find," "Cozy Living," and "Critter Costars." Each has distinct artwork.

Nuggets are bite-sized, science-backed pieces of content designed to help creators change the conversation about the climate crisis. Each Nugget explains an aspect of the science of climate change and then translates it into actionable concepts, content strategy, and inspiration for content creators. One Nugget provides insight into the 2023 IPCC Report, while another provides creative prompts to drive discourse around food waste.

By providing guidance and strategy around how to talk, post, and share, the seeds for a crucial cultural movement are planted. Visually captivating and diverse, geared towards a creative global audience, each Nugget provides foundational editorial direction.

A collage of four "Earth Alliance" magazine covers from 2022 and 2023. The covers feature themes of environmental conservation, including images of an oil rig, a kayaker on water, a forest with sunlight, cityscape data, and various wildlife such as a frog and a monkey.

We collaborated with data visualization experts at Polygraph and multiple artists to fully articulate the world of Nuggets. Alongside Miranda Bruce‘s illustrations, there are AI-generated images (including the Earth Alliance logo). Generative AI is something we’ve been exploring for a while, but it’s finally reached a point where it’s no longer just a toy, but a legitimate tool and a valuable resource.

A collage of various artworks and infographics from the Earth Alliance Nuggets website. Top left shows the word "Nuggets" in a bubbly font floating in the sky. Bottom left features the "2023 IPCC Report TL;DR" page. Center shows infographics about food waste. Top right is an abstract illustration, and bottom right features a green skull.

Working on tight timelines, we were able to leverage AI to try on and evolve various visual directions, iterating different prototypes at a rapid pace until we were ready to bring in human artists. (Our Chief Design Officer Scott Dasse wrote more about our approach to AI-driven art direction here.)

A collage of twenty "Earth Alliance" magazine covers, each with different themes. Images include nature landscapes, a person in pink headscarf, mushrooms, buildings, animals, and abstract designs. The backgrounds and titles vary in color, creating a vibrant mosaic.

Upon launch, Earth Alliance was promoted by the United Nations and has seen traffic from sixty-eight countries. The latest report from the IPCC explained the role of cultural influence and individual choices in preventing catastrophic global warming. It’s an unmistakable call for content creators and role models to play a critical role. The climate narrative has never been more important, and Earth Alliance is ready.

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