Rufus Leonard creates website to cut carbon footprints

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.