The www.carbonlabel.com site is designed to encourage consumers to reduce their own carbon footprint, by only purchasing products with the approved Carbon Reduction Label.
Visitors to the site can find a list of approved companies and brands which have made carbon reduction commitments. There are also tips on how to reduce personal carbon consumption.
Rufus Leonard was appointed in June following a five-way creative pitch and was tasked with designing a consumer-focused site that would move away from the ‘corporate treatment’ of the outgoing site, according to the consultancy.
Photography and graphical diagrammatic explanations have been used to illustrate the campaign – some of which have been recycled from previous campaigns to save costs, Rufus Leonard says.
Carbon Trust ‘audience segmentation’ research showed a largely female audience, particularly mothers with ‘slightly older children and an active online use’, says Rufus Leonard. This has influenced the look and colour use in the site.