Yorkshire-based brand studio Something More has helped climate NGO Global Witness undertake a full rebrand.
Global Witness was founded in 1993 and is based in London, with offices in Washington D.C., Brussels, and São Paulo. Its investigative work informs the news we all consume and the impact of its campaigning and policy work is felt across the world.
Historically, the organisation investigated all manner of corporate wrongdoing – most famously, its work formed the basis of the Hollywood movie ‘Blood Diamond’. But now Global Witness’ work focuses on deforestation, fossil fuels, land and environmental defenders, critical minerals and the role of Big Tech in civic space. Global Witness’ reinvigorated purpose is to expose how the industries fuelling the climate crisis are profiting from destruction and ensuring that the voices of those on the frontlines are heard.
Something More accepted the brief in early 2024 to help Global Witness define and articulate its purpose, voice and visual identity to create a better platform for campaigning.
READ MORE: Werewolves, Northern heroes and Netflix – Lime’s debut animation gets trailer
Stephen Woowat, creative partner at Something More, said: “Our role was to ensure the brand always worked in service of the real human story. The new identity reflects the ongoing work Global Witness does to help expose the issues that matter. We needed to help Global Witness become a universal and recognisable symbol for ‘see and speak the truth.’”
Stakeholder engagement was crucial, and Global Witness collaborated with indigenous activists, journalists, funders, and civil society partners, who brought valuable insight to the visual identity. The brand needed to ensure that it offered a platform to tell the stories of people all over the world in a unified, powerful voice.
Woowat went on: “A key element of the rebrand was respecting the urgency of the climate crisis: not by trying to shout loudest, but ensuring evidence drives everything they do. This gives it impact as a campaigning brand, whether that’s talking at COP, to governments, or through social channels.”
Ana Zarraga, director of external engagement at Global Witness saidd: “Our new brand captures the essence of Global Witness as a modern, hard-hitting, investigative campaigning organisation. It stands us in good stead as we accelerate our ambitions in the face of the worsening climate crisis. It’s vital that we have the tools that allow us to expose the mechanics of how industries are profiting from climate breakdown, while also platforming our partners around the world whose voices need to be listened as we work towards climate justice.”
Simon Morrow, strategic partner at Something More, added: “Too often in our world, branding is reduced to a decorative marketing layer. It’s been a privilege to help Global Witness, as they understand the brand goes right to their core as a manifestation of who they are. We hope the new brand will be a helpful catalyst in their fight for our future.”
