‍GreenActive is a new AI-powered media platform focused on 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.
Currently, green content in Europe is scattered across various platforms and languages, making it hard to access. GreenActive aims to centralise this information, using AI to dynamically gather and present high-quality content—from news and videos to toolkits and educational resources—sourced from trusted EU, national, and local outlets.
The brief centered on developing an entirely new media platform, with branding at its heart — not as an afterthought, but as a foundational element driving the project’s vision, tone, and impact. The goal was to create a compelling, multi-layered brand identity that could transcend the conventional boundaries of institutional communication and extend well beyond the platform’s existing audience of EU policymakers and stakeholders.
This meant building a brand from the ground up that would speak directly to a far more diverse and representative public — including school children, teachers, citizens, grassroots activists, creative professionals, and business leaders. The branding needed to be bold yet approachable, credible yet inspiring, and capable of resonating across generations, cultures, and levels of familiarity with EU institutions.
Every visual, verbal, and experiential touchpoint — from the logo and colour palette to tone of voice, user interface cues, motion graphics and storytelling devices — was designed to invite participation, foster trust and spark curiosity. The challenge wasn’t just to inform, but to create a sense of belonging and empowerment. In this way, branding became both the vehicle and the message: a bridge between complex EU topics and the lived realities, hopes, and concerns of people across Europe.
The result is a vibrant, human-centered visual identity that reimagines how EU-related content connects with people. A flexible, dynamic logo anchors the system, symbolising openness and interconnected voices across Europe. The colour palette blends institutional trust with emotional warmth, using deep blues, energetic corals, and inclusive accents to reflect diversity.
Contemporary typography and culturally neutral iconography ensure clarity across all audiences — from children to professionals. Playful  touches add warmth to youth-oriented materials, while maintaining consistency and readability.
Motion graphics and smart UI design bring the platform to life, enhancing navigation, understanding, and engagement across a wide range of content — from policy explainers to interactive learning tools — all within a cohesive and trustworthy experience.
Overall, the branding signals a shift — from top-down messaging to inclusive, participatory engagement — inviting users to not just consume, but contribute.
