Ad Net Zero

Role

Lead brand and digital designer

Brand visual identity refresh

UX and UI design

Global responsive website design

User and admin portal design with status tracking

Logic flow questionnaires and online tools

Marketing materials

The climate emergency is one of the most urgent challenges of our time and the advertising industry has a crucial role to play. From production to media planning advertising has a measurable carbon footprint. Ad Net Zero exists to unite the global advertising community around one goal: to reduce the carbon impact of advertising operations to real net zero.

With growing momentum but only a logo, colour palette and a vision in place the Ad Net Zero team needed to transform their identity into a cohesive functional brand system - one capable of supporting a complex international movement, digital engagement and global collaboration.

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The Challenge

To amplify the impact of the Ad Net Zero mission, the project focused on several key objectives. First, it was essential to develop global brand guidelines that conveyed a sense of urgency, optimism and industry leadership. Alongside this, the team needed flexible campaign-ready assets designed to engage diverse markets and audiences effectively. A high-performing digital hub was needed to serve as a central resource where users could access guidance, tools and track decarbonisation progress across the industry. To ensure widespread international adoption, the platform also needed to incorporate localised content management and tailored user access, supporting regional relevance and ease of use.

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The Process

In close partnership with the Ad Net Zero team I defined a comprehensive brand strategy - establishing brand values, tone of voice and a cohesive visual identity that reflects the movement’s progressive and action-oriented ethos.

From there I developed detailed brand guidelines covering:

Logo usage
Color palettes and typography
Graphic systems and iconography
Tone and messaging guidance for internal and external communications

These guidelines laid the foundation for the design of the Ad Net Zero Global Hub - a purpose-built digital platform designed to inspire, inform and activate the global advertising community.

Key features include:

An intuitive online Action Plan portal empowering supporters to monitor and report progress toward net zero goals
Custom CMS sections to enable each participating country to publish localised content and updates
A clean future-focused UI that elevates climate action as both an ethical responsibility and a business imperative
The design and development of an interactive digital annual review showcasing progress and case studies

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The Results

A fully developed global brand identity now empowers Ad Net Zero to scale its message and mission across borders with clarity and consistency. The launch of adnetzero.com established a digital headquarters that acts as a rallying point for climate-conscious advertising initiatives worldwide. Enhanced global collaboration is supported through country-specific pages and a localised CMS allowing for tailored content and regional relevance. The Action Plan portal puts users in control helping businesses track and accelerate their decarbonisation efforts. Branded campaign assets have also improved visibility and impact appearing across international events, training sessions and media. With a unified brand and powerful digital tools in place, Ad Net Zero is now fully equipped to lead the advertising industry’s transformation toward a more sustainable future.

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