Micro-philanthropy app Gen E has unveiled a transformative new identity that bridges the gap between intention and action. This revolutionary rebrand is simplifying environmental engagement while bringing fresh energy to digital activism through intuitive design. Let’s delve into how this forward-thinking platform is reimagining its presence in the environmental space.
From App to Lifestyle Brand
Technology studio Outside, known for crafting innovative digital experiences, is elevating Gen E with a transformative new identity. Having partnered with founder Kristen Kammerer for over five years, the studio recognized Gen E’s evolution from a simple app into a comprehensive lifestyle brand demanded a bold visual reimagining. This evolution requires a fresh approach that reflects the ambition of a modern environmental movement, one that resonates with a broader audience while remaining focused on quality and impact.
Rich Stangroom, creative director at Outside, states, “We’re a tech company, but we’re interested in tech that improves the lives of humans and the planet we share.” This ethos aligns perfectly with Gen E’s mission, which aims to connect everyday spending with meaningful contributions to vetted environmental nonprofits.
A Vibrant and Inviting Visual Identity
One of the standout features of Gen E’s rebranding is its new color palette, designed to combat the prevalent feelings of green fatigue and climate anxiety. Inspired by the beauty of nature, the palette incorporates soft pinks, yellows, and blues, reminiscent of serene skies and sunsets. This bright yet calming combination creates a welcoming atmosphere that invites users to engage with the brand. Stangroom emphasizes that the overall strategy showcases how lifestyle choices are supported by the natural world, even in urban settings. By blending visuals of traditional outdoor activities with urban pastimes, Gen E appeals to a wider audience. For example, the “Air” page might feature a skateboarder against a mountainous backdrop, while the ‘Biodiversity’ page captures friends enjoying a picnic in a city park.
A Modern Logo and Typeface Reflecting Change
As part of its new identity, Gen E introduces a squiggly logo that symbolizes the fluidity of nature, mirroring the serenity of a meandering river. This modernized design conveys the message that environmentalism is not confined to old stereotypes—it can be embraced by anyone, regardless of their lifestyle or interests. The choice of Denim Ink as the primary typeface complements the calming elements of the design while reinforcing the importance of Gen E’s mission. The contrasting dark and light colors of the typography enhance the balance between serenity and impact, creating a visually appealing and effective brand presence.
Guiding Principles for a Holistic Approach
Outside’s strategic approach to Gen E’s branding is guided by four key principles: environment, community, innovation, and texture. These principles work together to create a cohesive narrative that emphasizes the interconnectedness of our lives and the environment.
- Environment: Showcasing nature as a backdrop to daily activities.
- Community: Highlighting people engaging with their surroundings.
- Innovation: Illustrating the role of technology in fostering a sustainable future.
- Texture: Capturing the tangible beauty of nature through close-up imagery.
By focusing on these principles, Gen E’s new branding successfully conveys that environmentalism can be integrated into everyday life, making it approachable and achievable.
Inspiring Action Through Messaging
While Outside did not create the final copy for Gen E, they provided essential brand messaging and tone of voice guidelines. The tagline, ‘Everyday spending, everyday impact’, encapsulates the essence of the brand, encouraging users to recognize that small actions can lead to significant change. Stangroom notes that Gen E aims to appeal to “early adopters” who are eager to contribute to environmental causes but may feel unsure about how to start. The messaging strategy emphasizes that micro-philanthropy can seamlessly fit into daily life, allowing individuals to take that crucial first step toward becoming environmental advocates.
A New Vision for Environmentalism
Kristen Kammerer believes that the new branding is more modern and focused perfectly aligning with Gen E’s vision of Modern Environmentalism. The rebranding effort seeks to illuminate how simple, joyful, and intuitive it can be for anyone to embody their inner environmentalist and give back to the planet. As Gen E evolves into a lifestyle brand, it has the potential to inspire countless individuals to make a positive impact on the environment, one small action at a time.
