Making the case for systemic change

The Climate Technology Centre and Network (CTCN) plays a unique and vital role in the global fight against climate change: ensuring that the most effective climate technologies are available to all the countries that need them to support the achievement of their climate goals.

In developing its next five-year strategic plan, CTCN took a bold new approach toward creating systemic change, identifying five key sectors as having the most potential for improvement: energy, mobility, industry, agriculture, and buildings. The organization needed to communicate the new strategy in a way that would energize partners, donors, and others in the field.

Key Insight
Inspired by CTCN’s approach to addressing entire systems whose negative environmental effects disproportionately impact the world’s most vulnerable populations, we realized that the forthright language of many social justice movements would clearly communicate the goal of systemic change, while galvanizing attention.

We created the themeline “Change the systems that change the climate” to serve as a rallying cry for CTCN’s stakeholders, both internal and external. Building on the visual identity system we had previously developed for the organization, we added a bold typographic approach with short messages that command attention. A standalone microsite clearly outlines the key elements of the strategy, with details on each of the systems presented within an interactive storytelling format, supported by examples from CTCN’s decade of experience to show real-life impact.


This new Programme of Work was launched at the 2022 global COP conference — which brings together thousands of government officials, corporate partners, and international agencies — where CTCN’s booth stopped traffic with its oversized messaging. The launch event received international attention, with an appearance by U.S. Special Presidential Envoy for Climate John Kerry.

View online microsite

Services: Content Strategy, Art Direction, Online Microsite