Stand Up For Plant-Based is a grassroots campaign by the Plant-Based Alliance, advocating against European legislation that allows plant-based products to use dairy terms, calling for clearer labelling and fairer representation.
Branding,
Campaign
& Web Design
Versatility and Durability for Campaign Use
The logo was designed to work on collateral like badges or crests, as the project aimed to provide the Plant-Based Alliance with a toolkit for creating their own social media materials. It conveys the campaign’s purpose with urgency while being self-contained and durable for long-term use.
Driving Engagement and Action
The primary output of the campaign was a strong social media presence designed to drive traffic to the website and encourage people to sign the petition. To create engaging and consistent content, assets were sourced from the campaign’s explainer video and 3D renders, which were adapted into visually compelling imagery for social media posts. These assets helped convey the campaign's message clearly, fostering engagement and increasing visibility. By leveraging dynamic visuals, the social media content reinforced the urgency and importance of the cause, while also guiding users seamlessly toward the website to take action and sign the petition.
Simple and Effective Web Design
The campaign required a dedicated touchpoint to collect signatures, which called for a simple, one-page website design. This page needed to clearly and concisely explain the campaign’s purpose while providing an easy-to-use form for collecting signatures. Whether visitors came to the site to learn about the campaign or to sign, the design ensured a seamless experience that guided them toward taking action.
Guiding Effective Brand Usage
The Stand Up For Plant-Based campaign required a comprehensive toolkit, including brand guidelines and instructions on how to effectively use campaign assets to communicate its message. This led to the creation of an extensive toolkit document that guides users on the best practices for implementing the brand across various platforms.
Robert Galt
