What we did
The project
Land & Carbon Lab (LCL), supported by the World Resources Institute and funded by the Bezos Earth Fund, is transforming how we understand and manage land use and carbon storage. Using cutting-edge geospatial technology and artificial intelligence, LCL tackles global environmental challenges by providing open-access data, actionable insights, and new solutions for climate mitigation and adaptation.
Our work with LCL focused on amplifying its influence and effectiveness through a strategic initiative focused on growth, transformation, and brand identity. This approach was designed to enhance LCL’s capabilities, expand its reach, and establish it as a leader in geospatial innovation.
Scaling for global reach
Our growth strategy for LCL focused on expanding its digital presence and improving stakeholder engagement. We developed a scalable framework to ensure that LCL’s tools and insights could be accessed globally, thereby increasing its impact on land and carbon management. Because of a suite of other tools working in the space, we focused on identifying LCL’s brand niche and how it fit in the broader ecosystem of WRI’s other geospatial offerings.
Enhancing collaboration and integration
The transformation strategy centered on setting up processes, protocols, and guidelines to enhance internal collaboration within LCL and across related programs such as Global Forest Watch (GFW). This strategic alignment ensured that each brand would complement each other and support their unique value and offer. We supported the LCL team to improve processes and workflows where resources and expertise could be shared across various teams. This included developing a co-branding strategy and decision trees to clarify roles and priorities for communications.
Building an innovative brand
Because of LCL’s new position in the geospatial innovation market, we created a new brand model to clearly delineate LCL from other initiates in WRI. We implemented a ‘Magician’ archetype to reflect its transformative impact on environmental data and created a new visual identity and messaging framework. We focused heavily on creating a consistent and powerful narrative that highlighted LCL’s innovative approach to addressing environmental challenges
Driving change through innovation
Looking ahead, LCL plans to integrate next-generation technologies such as artificial intelligence and machine learning to further refine its geospatial tools. These enhancements will enable even more precise data analysis and improve climate mitigation strategies.
By clarifying and aligning LCL’s mission and vision within a broader ecosystem, we were able to set off a chain of strategies that amplify, simplify and consolidate the team’s way of working. This alignment will allow teams to continue to develop innovative solutions to address emerging environmental challenges, ensuring its leadership in the field of geospatial research and climate action.
