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The World Wildlife Fund has long sought solutions to end our planet’s plastics crisis. In 2024, supported by the Global Environment Facility, WWF undertook an ambitious new goal: to create a first-of-its kind global platform addressing plastic pollution through upstream solutions. With a program structure in place, the platform needed a brand identity to both unify the broad set of organizations partnering with WWF on that platform’s genesis, and attract the governments, civil society organizations and businesses the platform exists to engage and serve.
Mighty Good engaged the broad platform team in a Naming and Messaging Workshop, aligning stakeholders around the key audiences the brand should serve, and the concepts it should evoke. The team coalesced around the Plastic Reboot name to project the concept of a “restart” – a fresh opportunity to rethink plastic in a systemic, transformational manner and do things the right way. The name is intentionally short in length and simple to remember, facilitating easier uptake for key audiences.
The visual identity system also needed to evoke the idea of a fresh start; a new day for plastic and the planet. Mighty Good designed a spiral mark employing an abstraction of the Fibonacci sequence – a mathematical series of numbers that is commonly found in natural shapes, such as tree branches and spiraling flowers and shells. Conceptually, this fusion of science and nature in one simple symbol establishes Plastic Reboot’s focus on the science of protecting the natural world we all depend on. In addition, the mark employs a movement- evoking gradient to reflect a focus on circularity.
While the visual identity system is grounded in elements of nature, it also evokes the innovative spirit of Plastic Reboot’s work. Bold shapes and high-energy colors evoke the innovative, non-traditional thinking the Plastic Reboot brand represents, differentiating from the one-dimensional, nature focused design language often employed by environmentally-focused entities. The design system also employs uncluttered spaces to reflect the clean future Plastic Reboot aspires to create.
“With such a broad set of stakeholders behind this effort, I knew finding a creative, bold brand we could all feel excited about could be a challenge. However, Mighty Good thoughtfully and respectfully engaged our whole group, bringing us along together to understand how brand names work, and what we all wanted ours to accomplish. We are all so proud to stand behind the Plastic Reboot brand.”
– Alix Grabowski, Senior Director, Plastic & Material Science