1% for the Planet

Doing good and being heard are two different problems. A network of businesses pledging part of their sales to the environment had the first solved. But to grow members and dollars, it needed the second: authority, a voice people would actually follow.

1% for the Planet wanted its whole site reimagined, and that was my project. I rebuilt it around a publication that could carry real thought leadership, not just a donate button, turning a giving network's mission into a narrative worth following, and followers into members.

They liked the prototypes; whether any of it shipped, I never saw. But it planted something: a cause needs a megaphone. This was my first design job in San Francisco — my first brush with the power of owning the narrative.