Creation of the website, brand identity elements and content for the all-Russian volunteer project.
In collaboration with UP Communication Bureau.
The project’s slogan is "For people of character".
The goal is to clean the Arctic from industrial debris (the consequences of intensive development of this area during the Soviet era).
Clean Arctic is an environmental program that involves volunteers from all over Russia.
Our team developed the website, supplemented the brand identity with new elements, and acted as the content center for the project’s digital platforms.
We worked in super-fast mode: deadlines were tight, and the task was global: to show the breadth of the project and to find creative solutions that would inspire users to discover the Arctic.
DESIGN OF CHARACTER
The website had to be associated with the cold, harsh Arctic, to convey a spirit of purity and vastness.
Our design is based on the corporate colors from the brandbook: white and blue. To highlight some of the buttons, we picked up another one, golden yellow: a color of the polar bear’s fur.
This most recognizable inhabitant of the Arctic, its living symbol, became a guide for the website users. Stylized as a logo, he helped to animate the site and convey the mission of the project.
His task was to evoke an emotional response from users and support the association: "By helping the Arctic, I help its inhabitants".
In addition, the polar bear is an international symbol of endurance, courage and strength.
Who else but him to invite volunteers on an expedition to the Far North?
With the website, it was important to demonstrate the scale of the project. Clean Arctic is not a one-time action, but a long-term program, a "general cleaning" of all Arctic regions.
Added a Before/After block with a slider to the main page to show how the Arctic had been transformed thanks to the project.
How we did it:
Placed a large infographic on the main page: the results of the project in numbers, which we updated regularly.
Developed an interactive Cleanup Map to mark cleanup points (current, implemented, and planned). This is how we showed that the project had covered all the Arctic regions of Russia.
To encourage users to study the information on the website, to delve deeper into the project’s theme, we made an online quiz with a bonus for the smartest and most attentive users.
Our editors had two tasks. Firstly, to announce the project in the online space, tell the audience that it is alive and real, and that behind each volunteer action there are real people.
Secondly, to create a foundation for the project's community development in the future, after the end of the volunteer expedition season.
Published content on social media.
Launched an email newsletter with a news digest about the project.
Regularly updated the news on the website (telling about the progress of the project, volunteers participating, media personalities who supported the Clean Arctic).
The editorial team worked in three areas:
Volunteer Diary: notes from the volunteers from the field.
Faces of the Arctic: posts about volunteers.
Report: news related to the project.
Social media became the main tool of informational support for the Clean Arctic. In order to immerse the audience in the project’s life, we developed some sections:
Figures of the Day: posts about cleanups' results.
Interesting facts about the Arctic.
Aesthetic inspiring content (landscapes, selections of films and books about the Arctic).
The history of Arctic exploration.
So that the accounts could develop even after the end of the volunteer actions, we supplemented the main sections with educational and entertaining ones:
The Clean Arctic project lasted only three months. We had to work quickly: to launch the site, start developing social media, and build a foundation on which the project could develop further independently. Once again we were convinced that the high dynamics of work and tight deadlines cannot scare our team!