Our challenge: to take an idea as complex—and potentially intimidating—as stopping global climate change and present it as an achievable goal.

Our vision: since the audience is everyone, we flipped the m in the word me to create a bigger, more inclusive idea: “we.” This conveys the importance of personal initiative, but also combines it with a call to collective action.

Our belief: the logo represents exactly what it takes to solve the problem—all of us. It embodies the guiding principle of any successful alliance: the responsibility is with “me,” but the real power is with “we.”

Once in a while, you get the perfect word and the perfect client. It takes a lot of restraint and discipline to know when to stop.