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ASHDEN 
BOLDER COMMUNICATIONS FOR THE CLIMATE DECADE 

BRIEF

To refresh the Ashden brand and create a bold new tone of voice, positioning the organisation as a trusted voice and leader in the Climate Decade. 

 

Ashden supports proven climate innovation in the UK and the developing world. They help climate leaders attract investment and funding, build their networks and create radical change. 
 

CONCEPT

In a crowded space of climate crisis campaigners, we wanted to set Ashden apart with a bold new brand that positions them as the expert voice. 

 

Working with the Ashden team we developed a direct, honest tone of voice that conveys the urgency of the climate crisis, whilst being welcoming and accessible. The new tone of voice gets straight to the point: Ashden does not shy away from talking about the brutal reality of the climate crisis, but always offers a practical way forward. 

 

Ashden is sometimes playful, but always clear about the imperative to take action. 

GET YOUR HANDS DIRTY 

In a crowded space of climate crisis campaigners, we wanted to set Ashden apart with a bold new brand that positions them as the expert voice. 

 

Working with the Ashden team we developed a direct, honest tone of voice that conveys the urgency of the climate crisis, whilst being welcoming and accessible. The new tone of voice gets straight to the point: Ashden does not shy away from talking about the brutal reality of the climate crisis, but always offers a practical way forward. 

 

Ashden is sometimes playful, but always clear about the imperative to take action. 

LIGHT FOLLOWS DARK

The brand contrasts darkness with light: the darkness of the problem, the climate crisis, finds light in the solutions found by Ashden.

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