Grist

A new home for climate coverage that inspires action

Climate change is one of the most pressing issues of our time, and no one has been covering it for longer than Grist. Founded in the ‘90s with a mantra of ‘Working toward a planet that doesn’t burn and a future that doesn’t suck,’ they were due for a new look that brings their brand to the level of their reporting. We introduced a vibe that’s less West Coast blogger, and more accredited industry expert — with a voice that takes its audience as seriously as it takes the global threat of climate change. We partnered with their team to reimagine their digital platform, with a special focus on building a base for a younger and more diverse audience.

What We Did

  • Branding
  • Strategy
  • Web design
  • WordPress Development

What We Made

Two articles from the Grist website. The main article headline reads "So you want to carbon offset that vacation. Here's what you need to know" alongside an illustration of people installing solar panels and wind turbines. Another article discusses Biden's Climate Corps.

Grist knows the climate crisis isn’t anything new — they are the first digital-only platform dedicated to covering it. But the conversation around the subject is evolving rapidly, thanks in part to activists and influencers alike who are sharing stories online like never before.

We looked to unlikely sources of inspiration to capture this growing demographic: newspaper front pages contrasted with neon tints (or as we call the signature shade, “celery”).

We designed article toppers that look as great on your computer and phone as they do as screenshots in your Instagram feed. And we developed a system of brand messaging that communicates Grist’s authority while retaining its approachability.

We knew the “old Grist” brand wasn’t serving us well, but we didn’t know what we were going to evolve into. Upstatement asked us the right questions that helped us get to that answer.

Christian Skotte Director of Innovation and Growth at Grist
A collage of an article page from the Grist website discussing a Bad Bunny music video and its connection to climate issues with a Grist billboard and text stating Grist's mission on climate and equity.

We emerged with a custom-drawn logotype, updated art direction, and new content strategy, all hosted on on a redesigned platform that makes it easier for their editorial team to tell dynamic stories. And with a suite of customization tools for their homepage and articles, the site, built upon a rock-solid foundation provided by WordPress VIP, never looks the same for too long.

We know it takes more than design to drive a great publication — it takes a great community. And by developing a new brand, site, and content strategy in tandem, we crafted a platform that considers every aspect a part of the Grist experience. Whether it’s a daily greeting of “today’s good news” or unexpected moments of animation, Grist serves you the facts with a side of optimism. A voice longtime readers will find familiar, and newcomers will find welcoming.

Check it out for yourself at grist.org.

A collage of various environmental images and texts from the Grist website. Includes a climate change newsletter signup, articles on climate impacts and Antarctica, text mentioning temperature rise to 2°C, and aerial views of icy and dry landscapes.

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