Americans rank 18 issues including the economy, health care, and inflation, as more important to them than climate change. Yet climate change and the issues they care about are inextricably linked.

Extreme Weather Survivors make up the fastest growing population in the United States: people directly impacted by climate change-driven extreme weather disasters. 

Extreme Weather Survivors, the organization, is responding by building the first ever nationwide community of survivors. EWS is centering survivors, advocating for policy change, providing support, and amplifying stories of human heartbreak and triumph to sound the alarm on Extreme Weather and eventually shift culture, policy, and behavior.

Extreme Weather Survivors needed a brand that could mobilize immediately. 

What followed was an exercise in brand triage. Over the course of a year, we developed the brand in two distinct phases: first, building a foundation clear and urgent enough to secure funding; then, evolving it into an actionable system capable of galvanizing a movement.

We have stared devastation in the face and continue walking.

Phase 1: Do no harm

During our first phase of work we were charged with standing-up a site for EWS to get the word out. We drafted a lean identity system of primary elements: the name, simple typography, a familiar colorway, and a system drawn from Massimo Vignelli’s work for the National Park Service. 

The aim was to project calm and stability. The site would be used by survivors to find resources and connect to a wider network of support.

You can’t depress people into action.

Phase 2: Optimize

With a site live, we then had time to plan. The EWS team developed a unique approach to sounding the alarm on extreme weather. They spotlighted human triumphs in the face of tragedies. They supported survivors and lifted up the human spirit. We will never forget their philosophy in the face of climate change, “You can’t depress people into action.”

Design amplified the themes of humanity and home and indefatigable happiness. The visual system had to map to a broad spectrum of tone. Consoling and Heartfelt on one end. Urgent and Pressing on the other.

The system remains simple and nimble.  The logo does most of the work. It is a three-color abstract mark that is watching, providing shelter, and offering support. 

Outcome

Since the start to our collaboration, Extreme Weather Survivors has grown its network to more than 500 members in 23 states; Helped pass federal disaster relief funding and bipartisan climate fund legislation in two states; and shared 51 survivor stories on national media outlets including Fox News, CNN, Good Morning America, Associated Press, PBS, Newsweek and Religion News Service.

The week after we delivered brand guidelines came the Los Angeles fires.