Project
Helping an Environmental Visionary Grow Green
The Green Building Institute is an emerging non-profit organization working to advance environmentally sustainable building practices through education and example. Substance151 was approached by GBI to create a new brand identity and a web presence that allows for growth and scalability.
Analytic Thinking
Substance151 recognized that GBI’s communications needed to be both environmentally and fiscally responsible to sustain anticipated growth. The Institute’s growth objective also pointed to the need for a scalable marketing program that could be easily and cost effectively expanded to grow with the Institute.
Strategic Thinking
Substance151 developed a brand strategy that maximized GBI’s resources and created a solid and viable foundation for future growth. Additionally, Substance151 conceived a website capable of serving as the Institute’s primary marketing tool, thus eliminating the need for most paper-based materials. This website strategy was not only in synch with GBI’s primary mission, but also was economically feasible and would provide a flexible and adaptable tool that could grow with the Institute. To further reduce environmental impact of the project, all design presentations were conducted over the internet and via PDFs, reducing paper waste usually generated by presenting multiple proofs.
Creative Thinking
Inspired by CBI’s commitment to green building education, Substance151 developed a brand platform and identity that captured The Institute’s vision of the world where natural and built environments coexist. The fusion of geometric and organic, man-made and natural became the underlying concept behind The Institute’s new visual vocabulary.
The choice of evocative contrasts achieved through carefully selected photography deepens GBI’s brand story and connects audiences to its message and vision for the future of built and natural environments.
Inspiring Change
By developing the GBI’s website as its primary marketing tool, we eliminated the need for most paper-based materials – then and in the future. Limited stationery items were printed on 100% PCW, FSC-certified paper, which is manufactured with renewable, non-polluting, wind-generated electricity. Using a local FSC-certified printer not only reduced the project’s overall carbon footprint but also contributed to building a sustainable local economy.
“I believe that you were able to really tailor the brand message to the goals of The Institute and the needs of our numerous audiences. It was truly a pleasure working with Substance151 – your professionalism, attention to detail and your ability to create a visual identity for our organization was much appreciated."
—Michelle Bishop, Acting Executive Director, The Green Building Institute