BRAND & COMMUNICATION
January - February 2022
The financial sector is one of the biggest environmental polluters: Many major banks still use their client’s money to finance fossil fuel projects (coal, oil, and gas. If you want to invest your money according to your values, you might encounter difficulties: What funds contain only sustainable companies? Where do your savings not finance large corporations, weapons, or nuclear power? The Berlin-based startup Cooler Future screens thousands of sustainability and impact funds for their positive impact and shows users the ecological impact of their investments.
To boil internal brand considerations down to a common denominator, we developed a comprehensive brand strategy and brand persona, redefined target groups, and developed customized core messages. Successful, target group-oriented communication – especially concerning younger generations – is based on cultural insights, so we conducted an extensive market and user analysis that provided the foundation for positive storytelling. We worked with the team to define Cooler Future's tone of voice and then developed copy for the website relaunch, as well as key messages for social media and other channels.
Working on the brand identity gave the team opportunities to present a clearer and more stringent appearance. This is how sustainability communications works: easy-to-understand language and honest, fact-based storytelling – with a dash of humor and positive framing. The Cooler Future community is growing rapidly, and every user whose money goes into a truly sustainable fund instead of a traditional bank account is money invested in a better future.