The Story
The Groop collaborated with Live Earth to create an identity for the world's largest global concert. Live Earth coordinated concerts in nine countries around the world, which occurred simultaneously on 7.7.07 to raise awareness about global warming. We were faced with the challenge of branding an environmental cause that would appeal to today's audience while avoiding the cliche design approaches seen in the dated 1960s movement. Additionally, Live Earth required an exciting and flexible identity that would communicate across a variety of media including print, TV and web.
The Results
We began by creating an iconic logo, which became the foundation for print ads, web graphics, and broadcast spots. Then an entire system of icons was designed, reinforcing Live Earth's outreach efforts.
By collaborating with an international team of artists and designers, nine unique venue identities were created. Each city logo was displayed across t-shirts, posters, concert venue banners, animations, event programs, and print media.
The Groop also conceived and created an "artist guide book" which was given to all the musicians involved with Live Earth concerts. The booklet provides guidance to the musicians for reducing their personal carbon footprint on tour as well as in their daily lives.