How I Clarified Unmine’s Brand Strategy to Drive Effective Climate Action and User Engagement

Creating a compelling message and tone of voice for an app dedicated to climate action is a crucial task. For Unmine, the challenge was to develop a brand strategy that would resonate with individuals, organizations, and governments seeking to reduce their carbon footprint. Tasked with this mission, I facilitated a workshop to discover insights for a brand strategy that not only communicated Unmine’s unique value proposition but also inspired proactive climate action. Here’s how I helped Unmine refine its messaging and brand to enhance user engagement and drive effective climate solutions.

Project features:

  • Strategy Objectives

  • Brand Messaging

  • Stylescape 

STRATEGIC POSITIONING

We positioned Unmine as the only simple and intuitive app that helps users reduce their climate impact to zero, emphasizing the app’s unique value proposition and ease of use.

TONE OF VOICE AND MESSAGING

We developed a concise and impactful tone of voice that communicated the seriousness of climate action while remaining hopeful.

The core message, "Put it back," was crafted to be direct and purposeful, guiding all subsequent communications.

VISUAL DIRECTION

I provided a visual direction that aligned with the brand’s mission and tone of voice. This included color schemes, a logo, and stylescape that conveyed simplicity and intuitiveness.

Project Overview

Situation: Unmine needed a cohesive brand strategy to effectively communicate its mission and engage users.

Task: Define the tone of voice, messaging, and visual direction for Unmine’s brand to ensure consistency and clarity.

Actions: Developed a concise tone of voice, created impactful messaging, provided visual direction, and positioned Unmine strategically in the market.

Result: A clear and compelling brand strategy that enhanced user engagement and positioned Unmine as a leader in climate action.

The development of Unmine’s brand strategy highlights the importance of clear and consistent communication in driving user engagement and climate action. By defining a concise tone of voice and impactful messaging, and providing a cohesive visual direction, Unmine is now better equipped to inspire proactive climate solutions among its users. This case study demonstrates how strategic branding can amplify an app's mission and foster a collaborative approach to tackling the climate crisis.

Client: Unmine App

Role: Brand Strategy as Indie Pine Creative Co.