Shift
A collective commitment to fighting climate change, one shift at a time
The City of Eugene has long been working to preserve our community’s natural resources and inherent beauty for future generations. Together with influential members of the community, the City has formed the Eugene Climate Collaborative (ECC), which hopes to inspire action that will mitigate climate change. Drawn partnered with the City of Eugene to develop a functional campaign platform that would set this action in motion.
Inspiration as a powerful activator
Drawn was initially asked to raise awareness of the City’s climate initiatives, but rather than merely designing some posters, we set out to ignite a movement. We started by talking with real people in the community about what inspired them and we came away with some very clear answers. Eugenians, as it turned out, were moved to action when they saw others leading honestly and by example. In other words, we needed to come together to create something bigger than a brief engagement.
Ultimately, we determined that we would maximize impact by creating a campaign platform, tools, and guidelines to highlight community leaders’ collective commitment to the fight against climate change and, in turn, inspire community members to join them.
Brand standards that raise the bar
The name Shift was born from our research that showed that people were more likely to make positive change in small, easy-to-take steps. We turned this information into a strategy, encouraging folks to make one small change — a Shift — in their day-to-day lives, which would contribute to a greater collective impact. To communicate this visually, we opted for a hand-lettered brand mark that felt like a suggestion — not a mandate — and inviting, friendly colors like light blue and yellow.
The Shift campaign was designed to be broad and flexible, and enjoy a long shelf life — to benefit the whole community for years to come. Since each member organization would have different personalities, in-house design resources, and marketing budgets, we created a thorough set of brand standards to keep the campaign consistent and maximize its impact.
