Paul Willoughby
Creative Director
In their own words
We needed to spark people into action and give audiences a sense of what this project was about when approaching the brand for the first time.
We wanted to create something that captured the spirit of a people-powered movement and stickers conveyed that energy.
The icon stickers provide an everyday toolkit for project leaders to communicate creatively across their channels.
It’s incredibly clear and powerful in bold upper case... it brings a flavour of activist poster design with it.
We needed to show affiliation with the Greenpeace master brand, as this project leverages that strong brand equity and trust that Greenpeace has built over several decades.
It’s a versatile neo-grotesk that’s both robust and legible while being contemporary and friendly.
Strategically, through our palette, portals and illustration, we want to celebrate the optimism of innovation, but the clarity of a tight grid and rational typography creates a sense of reassurance.
Having a strong, concise logo is essential for any brand working in DeFi.
Care was taken to ensure that the icon performs at all scales and on all formats, from being seen incredibly small on trading platforms, to being animated on social.
Articles & interviews3
- Loughborough's BA Shapes Future Graphic Design Leaders
The article highlights how Loughborough University's BA (Hons) Graphic Design programme has produced numerous industry leaders across design, illustration, and creative direction. It profiles successful alumni such as Rory Cowan, Luke Pearson, Rachel Wells, and Caroline Paris, showcasing the course’s emphasis on practical skills, creative exploration, and industry connections. The piece positions Loughborough as a top destination for aspiring designers seeking a strong foundation and career success.
- Human After All channel commonplace iconography in Common Power’s electric, impactful identity
London-based studio Human After All created the brand identity for Common Power, a Greenpeace initiative promoting renewable energy and community empowerment. The identity uses everyday energy iconography, bold typography, and electric green hues to convey activism and accessibility. Executive Creative Director Paul Willoughby emphasizes the design’s flexibility and alignment with Greenpeace’s established brand trust.