COMPREHENSIVE WORK ON THE CLEAN ARCTIC PROJECT

Clean Arctic is an environmental program that involves volunteers from all over Russia.

The goal is to clean the Arctic from industrial debris (the consequences of intensive development of this area during the Soviet era).

The project’s slogan is "For people of character".

Our team developed the website, supplemented the brand identity with new elements, and acted as the content center for the project’s digital platforms.

We worked in super-fast mode: deadlines were tight, and the task was global: to show the breadth of the project and to find creative solutions that would inspire users to discover the Arctic.

Our design is based on the corporate colors from the brandbook: white and blue. To highlight some of the buttons, we picked up another one, golden yellow: a color of the polar bear’s fur.

This most recognizable inhabitant of the Arctic, its living symbol, became a guide for the website users. Stylized as a logo, he helped to animate the site and convey the mission of the project.

His task was to evoke an emotional response from users and support the association: "By helping the Arctic, I help its inhabitants".

In addition, the polar bear is an international symbol of endurance, courage and strength.

Who else but him to invite volunteers on an expedition to the Far North?

Developed an interactive Cleanup Map to mark cleanup points (current, implemented, and planned). This is how we showed that the project had covered all the Arctic regions of Russia.

Placed a large infographic on the main page: the results of the project in numbers, which we updated regularly.

To encourage users to study the information on the website, to delve deeper into the project’s theme, we made an online quiz with a bonus for the smartest and most attentive users.

The editorial team worked in three areas:

Regularly updated the news on the website (telling about the progress of the project, volunteers participating, media personalities who supported the Clean Arctic).

Launched an email newsletter with a news digest about the project.

Published content on social media.

Social media became the main tool of informational support for the Clean Arctic. In order to immerse the audience in the project’s life, we developed some sections:

Report: news related to the project.

Faces of the Arctic: posts about volunteers.

Figures of the Day: posts about cleanups' results.

Volunteer Diary: notes from the volunteers from the field.

So that the accounts could develop even after the end of the volunteer actions, we supplemented the main sections with educational and entertaining ones:

The history of Arctic exploration.

Aesthetic inspiring content (landscapes, selections of films and books about the Arctic).

Interesting facts about the Arctic.

The Clean Arctic project lasted only three months. We had to work quickly: to launch the site, start developing social media, and build a foundation on which the project could develop further independently. Once again we were convinced that the high dynamics of work and tight deadlines cannot scare our team!