climate technology centre & network
Connecting vision to results
Over a decade, we built and evolved a brand for CTCN that turned a complex climate-tech mandate into clear, human stories—driving awareness, financial support, and demand for their expertise.
Services
Visual Identity System
Messaging
Content Strategy
Art Direction
Impact Reports
Online Microsites
Environmental Graphics
Visual Identity System
Messaging
Content Strategy
Art Direction
Impact Reports
Online Microsites
Environmental Graphics
Ultravirgo project team
Schuyler Bush
Marina Csomor
Patrick Durgin-Bruce
Cynthia Escalante
Benjamin Tuttle
Glenn Westrom
Schuyler Bush
Marina Csomor
Patrick Durgin-Bruce
Cynthia Escalante
Benjamin Tuttle
Glenn Westrom
Collaborators
Photos by Reuters
Photos by Reuters
CTCN, part of the United Nations Framework Convention on Climate Change, plays a unique and vital role in the global fight against climate change: ensuring that the most effective climate technologies and practices are available to all the countries that need them. As a young organization operating as the technology arm of a sprawling UN mechanism, CTCN faced a fundamental communications problem – its mission was essential, but abstract and easily lost in institutional jargon.
CHALLENGE
Make a complex mandate clear, credible, and compelling
CTCN needed a brand that could translate a technical, network-based mandate into something accessible without sacrificing professionalism. Early materials leaned on images of their innovative headquarters building — architecture that, however eco-friendly, said nothing about what CTCN actually does or the value it delivers.
THE BIG IDEA
Turn climate commitments into climate action
key insight
The gap between promise and progress
After the landmark Paris Agreement, where 195 countries made ambitious commitments to fight climate change, there was great enthusiasm, but commitments are only as good as a country's ability to deliver on them. For most developing nations, that requires access to the right technology. We recognized that positioning CTCN's real value as the essential link in turning climate pledges into tangible action could clarify their role in a way that is relevant to both donors and country partners alike.
A brand built to make the network visible
We started by creating a complete visual identity system to unify CTCN's communications and give the young organization professionalism and consistency. The system references the network and transfer of technology at the heart of CTCN's work. The rebrand launched at the global COP20 conference, resulting in raised awareness and an immediate increase in requests for CTCN's technical expertise from developing countries.
We developed photography guidelines and provided remote art direction for local photographers sourced through Reuters to build a library of imagery documenting CTCN programs on location in dozens of countries.
Messaging that seizes the moment
Following the rebrand, we launched a new positioning and messaging platform with an impact report titled "Global Climate Commitments In Action." In the wake of the landmark Paris Agreement, where hundreds of countries made specific climate commitments, the book positions CTCN as the vital link ensuring countries have the tools and resources to achieve their goals. A thematic section at the front pairs each member country's commitment with the way CTCN's knowledge and technology is helping meet it, connected by an action word that summarizes CTCN's role.
A rallying cry for systemic change
When CTCN developed its latest five-year strategic plan, with a bold new systems-change approach targeting five key sectors, they needed to energize partners and donors around the strategy. Drawing on the forthright language of social justice movements, we created the themeline "Change the systems that change the climate." Building on the visual identity we'd developed years earlier, we added a bold typographic approach with short, commanding messages, and built a standalone microsite that outlines the strategy through interactive storytelling, supported by real-world examples from CTCN's decade of experience
See the site
Bringing the brand to the world stage
We extended the brand into CTCN's physical presence at global climate summits. The COP27 booth picked up the oversize type of the new strategy materials, while the COP26 booth carried the “scaling up” theme of the annual report to a large-scale environmental setting.
“I have worked with Ultravirgo on multiple projects and was very pleased with the service they provided. In particular, they are able to quickly grasp the rather complex nature of our work, and design materials that visually reinforce the messaging. Their design and branding work – as well as flexibility and level of professionalism – are excellent.”
Karina Larsen
Global Operations & Knowledge Manager
Global Operations & Knowledge Manager
IMPACT
A decade of clarity, driving measurable results
Response to the brand and messaging was overwhelmingly positive, helping to contribute to an over 70% increase in financial support immediately following the launch of the new messaging in the impact report. Beyond that headline result, the work has driven measurable outcomes at every stage: the original rebrand raised awareness and prompted an immediate rise in requests for CTCN's technical expertise from developing countries, while the Programme of Work launched at the 2022 COP conference drew an appearance by U.S. Special Presidential Envoy for Climate John Kerry. Across more than ten years, Ultravirgo served as CTCN's ongoing brand partner – evolving a single clear idea into a flexible identity that continues to build awareness and support.
$30 million
in new financial commitments
within weeks of messaging rollout
in new financial commitments
within weeks of messaging rollout
The launch of the new strategy drew international recognition, including an appearance by U.S. Special Presidential Envoy for Climate John Kerry.
