The Attention Deficit

How do you convince the world of your sustainability efforts when everyone knows you cut down a bunch of trees? *awkward silence* Georgia-Pacific (GP)’s elephant in the room needed a better outfit, because while the company does utilize natural resources to produce its products, it also invests a tremendous amount of effort and money into sustainable operating practices, innovative eco-friendly materials, and community outreach and education. This massive conglomerate turned to Hothouse for the right way to organize its efforts, communicate its progress, and invite others into the discussion.

Creating Engagement

Words matter. They’re integral to our understanding, and the breadth and depth of GP’s sustainability efforts warranted a more robust vocabulary. After a deep Discovery process, we built a compelling messaging framework around GP’s priorities, the Principles of Progress, to better organize and accurately describe each area of impact. A robust visual system helped to easily identify the various initiatives by utilizing a repeatable framework that could be adapted for the web, social, annual reports, and more. From data visualization and iconography to infographics and topographical patterns, consumers and stakeholders alike could match the sophistication of the message with a bold, layered effect to the visual storytelling. Photography often featured GP employees, emphasizing their commitment to sustainability and the people who drive it.