Write today, change tomorrow.
DearTomorrow helps people engage with the climate crisis on an emotional level, with poetry and heart. Backed by cutting edge behavioural research, DearTomorrow has an outsized influence on the field of communication and climate change.
Their new identity closely reflects how they’ve grown in confidence as an organisation, creating a whole new look and feel around the tentative potential at its core: Write today, change tomorrow.
Write the future
DearTomorrow helps people understand and process their relationship to Climate Change, its causes and its consequences. They’ve found that the simple act of writing a letter enables people to confront their thoughts and feelings about the future and take lasting action to protect it.
An organisation rooted in love, connection and courage, and backed by rigourous behavioural science, DearTomorrow’s brand has to exude empathy while empowering participants.
The dawning light
At the core of the DearTomorrow brand is a palette of gradients derived from photos of sunrise, evoking a time of day — calm, magical, energising — that perfectly fits the atmosphere they create.
The main brand font, Louize by 205tf, has just the right amount of literary gravitas and personality. A supporting library of hand-drawn illustrations helps emphasise the human connection and intimacy of the project.
Confidence and connection
An important aspect of the rebrand was defining how DearTomorrow use words. Establishing a clear, inviting, poetic and sincere tone of voice has meant they can use a consistent tone whether communicating on Instagram, in person or on a funding application.
The brand has enabled DearTomorrow to properly convey the power and gravity of their work, and of their participants’ contributions. It’s also enabled them to communicate more clearly both to the public and to their funders.
“We’ve seen a noticeable uplift across our digital channels, and more meaningful connections with funders and collaborators to our refreshed identity and clearer messaging” — Sandra Freij, Creative Lead, DearTomorrow
