Sustainable Business Network
The power of a strong sustainable brand
The Sustainable Business Network (SBN) is the largest and longest-standing organisation dedicated to sustainable business in Aotearoa New Zealand.
brand campaign
In 2022 SBN launched its first ever brand campaign. The goal was to establish the organisation as the go-to place for sustainable business learning, connecting and taking action.
process
I led the Communications and Marketing team at SBN through a series of sprint sessions and workshops where we applied research, marketing and design methodologies to accurately profile and identify target audiences, the unique value proposition, key messages and positioning in the market. I translated all insights into storytelling, visual and branded experiences delivered through a multi-channel campaign.
Campaign Framework
Adapted framework from the A.C.T. Model. Levels of processing. Norman 2004, Triune brain McLean 1990, Types of Benefits Jordan 2000.
The campaign framework covers the main levels of processing cognitive and emotional information. I correlated them with core brand values to inform the campaign approach.
target audience
The target audiences for the campaign were SME business owners/operators and sustainability professionals outside of the SBN network. I used persona profile, customer-facing staff interviews and survey methodologies to analyse the audiences.
Data protected for privacy.
positioning
After analysing competitors and the market, the most competitive positioning identified is to be:
“The entry point for businesses and professionals that don't know how to begin their sustainability journey.”
Campaign strategy
The campaign approach was based on four key principles:
start with us
SBN is well placed to provide businesses the support and tools to start implementing best practices into their businesses in all areas of sustainability. The campaign messages focused on inspiring the audiences to take the first step with the support of SBN. The design look provided a clean yet refreshing canvas to deliver the messages and used friendly young professionals and colourful nature imagery.
Results by the numbers
Through the campaign, SBN increased brand awareness, established a strong positioning and invited SME owners and sustainability professionals to learn, connect and take action with the organisation. The metrics below show the highlights of the campaign success.
The great team synergy, collaboration and individual talents in areas of communication, design, video and marketing were instrumental in the delivery of this successful brand campaign. My role was to lead, oversee, inspire and communicate the strategy and approach, while maximising and orchestrating my team’s expertise.
annual report design – Award winner ‘23
The 21/22 annual report won the 2023 NZ Charity Reporting Awards in the Sustainability category.
The Awards recognise non-profit organisations that have embraced reporting requirements and are innovative in their communications with stakeholders. The report was highly commend for its design and engaging storytelling.
product identity design
Since 2020, SBN devoted its efforts to make sustainability practical for NZ businesses. This led the organisation to create four key digital tools in the areas of sustainable procurement, climate change, circular economy and nature regeneration.
I developed a strong visual identity for each of these digital products, while maintaining a cohesive look and feel under the SBN master brand.
Docket:
Review your business’ sustainability and your supply chain.
Climate action toolbox:
Create an action plan to reduce your business’ carbon emissions.
Data visualisation
Impact by the numbers
The organisation showcases its sustainability impact year on year. The design is clean and simple and showcases the distinct action areas: climate action (blue), circular economy (red) and nature regeneration (green).
awards event identy
The Sustainable Business Awards, running for over 22 years, recognise and celebrate success in sustainability.
My work revitalised the look and feel for this prestigious event across all of its promotional material.
Awards advert and category winners for social media announcement.
Design Credit: Patricia Aguilera
Projects: Brand Campaign Strategy. Research. Innovation. Strategy. Corporate Communications. Product Identity Design. Data Visualisation. Event Design.
Project Type: In-house / Published
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