PINE is a new kind of online communication and activation platform.
Through the use of compelling, engaging and entertaining online videos and tools, PINE spreads the mind-set of sustainability organization-wide top to bottom. PINE empowers individuals within organizations to learn, think and act differently about sustainability, resulting in savings of both money and resources.
PINE is an in-house AVM project that we created from top to bottom working in partnership with the City of Los Angeles Mayors Office.
Strategy, Branding, Content, Film/Motion, Web
The PINE films are structured to be both educational and influential. Borrowing from direct response (informercial) techniques, we wrote the films in such a way that viewers could clearly understand why taking action was to their benefit. Each film is approximately 4 minutes in length and designed to be friendly and entertaining.
The film posted here was created for Mayor Villarogosa for his recent travels overseas to Copenhagen for the climate conference. To see more, go to www.thinkpine.com.
Naming a company or project is one part science, one part hard work and one part luck. Did you know that when a brand starts with Q it occurs as smart, while L, V, M are the best letters for names that appeal to women. The most appealing letter to men? X. Yep. X.
In this case, we needed a name and fast. We wanted it to be short, memorable and evocative of the platform and content. The "tree mark" represents the idea of learning and growth when viewed as arrows as well as the visual metaphor of a Pine tree.
The PINE platform is what we call an ACTION PLATFORM. Users watch a series of videos, track their progress, understand in real world terms the impact of their actions and then begin to take action directly through the platform. Users can track their individual progress, team progress and organizations progress against goals. And we recently formed a strategic relationship with Planet Positive and Current Analytics to leverage our respective technologies to help organizations make measurable change.
