Building a Global Strategy Rooted in the Voices of Producers

Rainforest Alliance

We began with the people at the heart of Rainforest Alliance’s work - farmers and growers across Brazil, Mexico, Indonesia and Kenya - listening to their experiences to ground the brand from the bottom up.

From there, we spoke to businesses, donors, civil society organisations and policymakers to understand what makes RA feel relevant, credible and distinctive across a wide global audience.

Their perspectives helped us map the uniting thread between stakeholders whose relationships to RA are very different, but whose expectations and needs must sit within one coherent brand.

We distilled this into two ‘brand trees’ - clear, strategic frameworks laying out purpose, promise, proof and benefits to guide RA’s future communications.

Impact:

A globally resonant brand strategy, grounded in producer voices and built to unite partners, consumers and stakeholders behind Rainforest Alliance’s mission.