Branding
Climate Basecamp
Speak Science to Culture
Branding
Climate Basecamp
Speak Science to Culture
Overview
The Challenge
Climate Basecamp sought to make conversations around the climate crisis more culturally relevant and accessible, with the aim of driving widespread acceptance and understanding of climate change. The core challenge was clear yet demanding: communicate urgency compellingly enough to resonate widely in today’s fast-moving internet culture.
The Opportunity
As part of the internal team at Moonrabbit, Pranjal looked to an iconic symbol the Doomsday Clock as inspiration for the brand identity. Strategically integrating the clock into the wordmark, the "I" in "climate" became the clock's striking 12-hand, symbolizing an immediate and critical countdown. This subtle visual cue delivered a powerful, continuous reminder: time to act is swiftly running out.
Overview
The Challenge
Climate Basecamp sought to make conversations around the climate crisis more culturally relevant and accessible, with the aim of driving widespread acceptance and understanding of climate change. The core challenge was clear yet demanding: communicate urgency compellingly enough to resonate widely in today’s fast-moving internet culture.
The Opportunity
As part of the internal team at Moonrabbit, Pranjal looked to an iconic symbol the Doomsday Clock as inspiration for the brand identity. Strategically integrating the clock into the wordmark, the "I" in "climate" became the clock's striking 12-hand, symbolizing an immediate and critical countdown. This subtle visual cue delivered a powerful, continuous reminder: time to act is swiftly running out.
Overview
The Challenge
Climate Basecamp sought to make conversations around the climate crisis more culturally relevant and accessible, with the aim of driving widespread acceptance and understanding of climate change. The core challenge was clear yet demanding: communicate urgency compellingly enough to resonate widely in today’s fast-moving internet culture.
The Opportunity
As part of the internal team at Moonrabbit, Pranjal looked to an iconic symbol the Doomsday Clock as inspiration for the brand identity. Strategically integrating the clock into the wordmark, the "I" in "climate" became the clock's striking 12-hand, symbolizing an immediate and critical countdown. This subtle visual cue delivered a powerful, continuous reminder: time to act is swiftly running out.
Outcome
The new brand strategy significantly elevated Climate Basecamp's cultural resonance, employing humor and relatable storytelling to break barriers. Partnering with actor Rainn Wilson amplified the campaign’s reach, capturing attention and driving conversations across multiple platforms. By intertwining urgency with familiarity, Climate Basecamp successfully transformed complex climate science into accessible, culturally compelling dialogue.
Outcome
The new brand strategy significantly elevated Climate Basecamp's cultural resonance, employing humor and relatable storytelling to break barriers. Partnering with actor Rainn Wilson amplified the campaign’s reach, capturing attention and driving conversations across multiple platforms. By intertwining urgency with familiarity, Climate Basecamp successfully transformed complex climate science into accessible, culturally compelling dialogue.
Outcome
The new brand strategy significantly elevated Climate Basecamp's cultural resonance, employing humor and relatable storytelling to break barriers. Partnering with actor Rainn Wilson amplified the campaign’s reach, capturing attention and driving conversations across multiple platforms. By intertwining urgency with familiarity, Climate Basecamp successfully transformed complex climate science into accessible, culturally compelling dialogue.
Making Climate Personal
Save the Flavors Campaign
As part of Moon Rabbit's internal creative team, Pranjal designed for "Save the Flavors," a provocative campaign aimed at bridging climate science with everyday experiences. Leveraging the concept of disappearing "limited edition" ice cream flavors, the campaign vividly illustrated how climate change threatens everyday pleasures. This relatable metaphor effectively generated tangible urgency, sparking genuine curiosity and meaningful conversations among diverse audiences.
Making Climate Personal
Save the Flavors Campaign
As part of Moon Rabbit's internal creative team, Pranjal designed for "Save the Flavors," a provocative campaign aimed at bridging climate science with everyday experiences. Leveraging the concept of disappearing "limited edition" ice cream flavors, the campaign vividly illustrated how climate change threatens everyday pleasures. This relatable metaphor effectively generated tangible urgency, sparking genuine curiosity and meaningful conversations among diverse audiences.
Making Climate Personal
Save the Flavors Campaign
As part of Moon Rabbit's internal creative team, Pranjal designed for "Save the Flavors," a provocative campaign aimed at bridging climate science with everyday experiences. Leveraging the concept of disappearing "limited edition" ice cream flavors, the campaign vividly illustrated how climate change threatens everyday pleasures. This relatable metaphor effectively generated tangible urgency, sparking genuine curiosity and meaningful conversations among diverse audiences.
Team
Pranjal Kaila As part of the internal team
Team
Pranjal Kaila As part of the internal team
Team
Pranjal Kaila As part of the internal team
