Blue Green Planet Project
Blue Green Planet Project plants trees in Canadian soil for ecosystem restoration and carbon sequestration in areas ravaged by wildfires and pest infestation. Their collaborative approach to tree planting provides a practical and tangible natural solution to the climate crisis by drawing down carbon.
In their early startup stage, the challenge was to elevate BGPP’s mission, clarify their vision and articulate their purpose through an internal report.
Strategy
Blue Green Planet Project is building a community of stakeholders who are empowering and elevating each other collaboratively. By honouring their interdependence and uplifting the stories of how business can be a catalyst for a more sustainable and inclusive economy, they can reach sustainability goals faster, together, and with mutual benefit.
As a creator of this new ecosystem of connections, BGPP’s brand needs to play to the depth of its underlying philosophy while being instantly recognizable and memorable through clear and confident language that is rooted in purpose. When a company takes a thoughtful approach to defining its purpose, it makes great headway on the road to becoming a Living Business—one that can sustain growth through hyper-relevance by contextually addressing a wider array of customer needs. To that end, Living Businesses can continually evolve around the customer, adapting to their changing preferences and market conditions with speed and scale.
And to achieve this remarkable feat, Living Businesses always have a strong sense of their purpose; to not only underpin their organizational behaviours but also guide them as they evolve.
A little taste of the forest
SERVICES
brand purpose strategy
print brochure
My approach
I launched the project through a series of interviews with the core team. I was curious to understand why people worked at the company, what drove them, and how they saw the company evolve.
What became clear early on, was that all the team members were huge outdoor enthusiasts and committed in protecting the planet. In BGPP they saw a great opportunity to become part of something greater than themselves. BGPP was a humanity centered brand that wanted to create something that transcended the needs into something greater than the sum of its parts.
Why do we exist?
Honour our interdependence and reach sustainability goals faster, together, and with mutual benefit.
What do we do?
Leading the way for stakeholders to balance profit with purpose.
How do we do this?
Honest collaborations and celebrating each other wins through the power of storytelling.
How do we align the team on purpose and values?
“Business has a consequence to it. If consequences are the only aspect of business, it will fail. Business is also profoundly grounded in human relationships. The care for the other is what holds great businesses together.”