Evergreen

Overview

Evergreen is a diverse community of professionals and students dedicated to addressing the climate and sustainability challenges. They represent a wide spectrum, from individuals in startups to those in established corporations, all sharing a common mission. To facilitate connections, Evergreen organizes speed networking events, where members connect for 5 or 10 minutes, opening opportunities for future collaborations and discussions.

Role: I developed the brand strategy through audience interviews, established the brand identity, and managed Meta and LinkedIn ad accounts for Evergreen. I tested diverse audiences, creatives, and messaging, making data-driven adjustments for future ad campaigns. The outcome was ‘slightly viral’ ads, significantly reducing costs and greatly boosting conversions.

Scope of Work: Brand positioning, strategy, identity, guidelines, site design, Meta and LinkedIn ad creatives, social media and networking event pages

Process Highlights:

Challenge: While recognizing the seriousness of the climate crisis, I also understood the need to avoid overwhelming negativity and doomsday messaging within the networking community.
Solution: I crafted a brand that strikes a balance between positivity and lightheartedness, while maintaining a professional and clean image.
Challenge: Addressing the diverse group of professionals engaged in climate-related work, which is more a business philosophy and value system than a traditional industry.
Solution: After confirming that many individuals resonated with the term ‘professional hippie,’ I adopted it as a creative guide for our brand and content.

Style board

Logo work

Luma event page

Meta Advertising

Meta top converting ad

This image decreased the cost of conversion from around $14.00 to $3.00. It went slightly “viral” as we gained over 300 likes and 18 organic re-shares on a brand new Instagram and Facebook account.