One core focus was on messaging for Waverley Street's unique perspective on climate change action. Waverley is determined to help course-correct on climate change, but their conversation driving that isn't dark. It's an uplifting vision of what the future could be, with improved standards of living and more opportunity for all of us. It's a complex subject, but the goals are simple.
Part of the messaging challenge was fine-tuning a way of speaking to broad, heavily institutional audiences without losing Waverley's energy and sense of humanity. The primary audience is philanthropies and grantees, extending out to media, policymakers, community leaders, and the general public.
These are audiences who may ultimately share the same values and goals, but are tackling those goals with widely varied approaches. One thing that cuts to the chase: impact. By framing dialogue around impact and outcomes that resonate as universally positive, common ground is quickly established. We paired this approach with a galvanizing but achievable content strategy that reframes the standard nonprofit annual report for multiple platforms, from podcasts to PDFs.
Joy is at the heart of our fight for a positive climate future. By celebrating nature, food, conversation, art, movement, and music, we connect with what makes us human and bring people together to protect what we love. We believe that a joyful approach to climate action can inspire and motivate lasting changes in our lives and communities.
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Visually, the ever-present concept of streets evokes immediacy, reality, intersecting worlds, and most importantly, a path forward. The brand imagery pairs textural illustrations with warm photography of real people. It's smart and friendly enough to work across multiple levels of audience engagement, freeing Waverley to continue pursuing a healthier, just, and joyful world.
