Overview
GreenActive is an AI-powered media platform dedicated to sustainability, climate change, and environmental issues across Europe. Its mission is to empower citizens to take personal and local action in the Green Transition by providing open access to reliable, engaging, and practical information.
The project centered on building a bold new brand and platform from the ground up, designed to connect with a broad and diverse audience – from school children and teachers to activists, creatives, and business leaders. Every element, from logo and colour palette to tone of voice and storytelling, had to foster trust, spark curiosity, and inspire participation.
My responsibilities during the project
- Designed a visual and verbal language within the team capable of resonating across demographics and cultures
- Defined guidelines for logo, colour palette, and UI cues to ensure consistency and inclusivity
- Partnered with UX Lead on wireframes
- Led the creation of high-fidelity UI across core user journeys
- Ensured branding and design choices supported accessibility and multilingual needs
GreenActive
🏔️ The challenge
- Fragmented content: Sustainability content in Europe was scattered across platforms and languages
- Lack of central hub: No central hub or consistent identity, creating confusion
- Engagement barriers: Teachers, activists, and citizens struggled to find reliable resources and stay engaged
💡 The solution
- Unified platform: GreenActive launched as an AI-powered hub unifying sustainability content
- Inclusive design: Clear, inclusive branding and intuitive design improved usability
- Continuous engagement: Multi-language support and year-round engagement kept audiences connected
Building Europe’s Green Hub
GreenActive unifies sustainability content, highlights local action, and promotes EU policies and programs. Developed from insights gathered in a marketing & comms workshop, the platform is open, free, and inclusive, designed to foster trust, spark curiosity, and engage a diverse audience – from students and teachers to activists and creatives.
Key takeaways from the workshop:
- Target audiences: Defined diverse user groups - Students, teachers, activists, creatives, and local communities
- Brand & USPs: Trusted, inclusive, and innovative sustainability hub
- RACE communications strategy: Engage users through campaigns, AI tools, webinars, and personalized content to drive action and long-term participation
- Key messaging & value propositions: Highlight local action, success stories, and EU policies
Crafting the platform experience
The marketing & comms workshop identified key insights shaping the design phase: target audiences, brand values and USPs, messaging, and a RACE-based engagement roadmap. These insights guided the platform’s goals: make content accessible, trustworthy, and actionable, highlight local sustainability initiatives, and create a cohesive, engaging experience.
Key steps in the design process:
- Ideation: Turned user pain points and goals into design concepts tailored to each audience
- Wireframing: Defined page layouts, information hierarchy, and navigation flows
- Prototyping: Built interactive prototypes to test usability and refine interactions
- Visual design & branding: Applied logo, colour palette, typography, and iconography for a consistent, approachable identity
- Internal review & iteration: Team reviews and QA to ensure consistency, accessibility, and alignment before handoff
Impact
The GreenActive platform transformed how sustainability content is accessed and shared across Europe. By unifying content, highlighting local action, and promoting EU policies and programs, the platform delivers a cohesive, trustworthy, and engaging experience for a wide range of audiences – from students and teachers to activists and creatives.