Together for a better built environment

Celebrating 10 years of the UK Green Building Council was an opportunity to reflect on and redefine the reason for the organisation’s existence.

Originally set up to “campaign for a sustainable built environment”, the organisation needed to move away from this finite concept to encompass all its current work: research & innovation, membership networking, influencing policy, educating and setting industry standards.

Earth recognised the need to transform the brand from a static, membership organisation into a dynamic, active, and unified charitable cause driven by a common goal.

Old vs. new brand identity

From the outset, we knew that the word “sustainability” had, over the years, become more of a buzzword, thereby, losing much of its traction. Similarly, using the colour green to show eco-friendliness had become cliché.

Through our extensive research, in-depth analysis and interviews with stakeholder groups across the sector, we distilled the purpose of the UK Green Building Council into:

This articulation of the brand clearly defines why the organisation exists in today’s landscape, unites the focus of all stakeholders, creates a single voice to drive messaging, and positions the UK Green Building Council as a galvanising force for good within the built environment sector.

We also determined that the name, in full, carried the wrong connotations and this could be avoided by initialising to UKGBC.

Considering the work of the UKGBC, we found the strategies and patterns of nature to be at the heart of innovation for sustainable solutions. After all, nature is the best engineer and is the blueprint for a new DNA needed for the built environment.

Therefore, for a visual interpretation of the brand, Earth made a study of structures that occur naturally in the world, including the honeycomb and DNA – the nucleic acid double helix. We finally seized upon the exquisite Fibonacci form – nature's numbering system that appears everywhere in our world, from the leaf arrangement in plants, to the pattern of the florets of a flower, the bracts of a pinecone, or the scales of a pineapple.

Altogether, the new brand identity and purpose statement has given the UKGBC a unifying anchor for all communications and a call to arms. It is a toolkit for the UKGBC to foster innovation, collaboration, efficiency, cooperation, and circularity.

With this new brand purpose, Earth gave the UKGBC the ability to inspire, enable, advocate and unite everyone, including its members, the industry and government, behind one common cause – to create a better future for all.

The rationale behind the choice of colour: Teal - bold, forthright and eye-catching. Fuchsia - attention-grabbing, call to action.

In addition, UKGBC’s existing website was extremely cumbersome and difficult to use. So, following the rebrand, Earth was commissioned to design, build and launch a new, dynamic, vibrant and easy to navigate website. We also produced all collateral including a brand launch booklet to celebrate the organisation’s 10th anniversary.

Here’s to the next 10 years of UKGBC!

Stationery & report

Launch booklet & website

Brand guidelines