Teal Media

Greenpeace

Client: Greenpeace USA (in partnership with Echo & Co.)     Visit the Site

Greenpeace is the leading independent campaigning organization that uses peaceful protest and creative communication to expose global environmental problems and promote solutions that are essential to a green future. Greenpeace USA partnered with Teal in 2015 to redesign their primary web presence.

When we first started working together, the Greenpeace site was in need of a visual brand refresh to better reflect their bold, hard-hitting personality. It was also text-heavy, poorly organized, and in desperate need of some ‘spring cleaning’ and streamlining. The Greenpeace team also hoped the USA website could serve as a ‘proof-of-concept’ model for other Greenpeace international websites. Together we created a modern, highly engaging website that earned an honorable mention Webby Award and was listed one of the 20 Best Nonprofit Websites of 2016 by TopNonprofits.

The website features:

  • A highly-engaging, visually-captivating homepage that showcases Greenpeace’s key message, tells their story, showcases their impact, and presents users with concrete ways to get involved
  • A visual explanation of how Greenpeace works – from Greenpeace investigations, to connecting people and communities to each other, to taking action and creating solutions on the important issues facing the environment
  • A personal Stories & Victories section that showcases the impact of Greenpeace’s work and individual experiences on Greenpeace campaigns, complete with rich photos and video
  • Advocacy actions integrated throughout the site and highlighted in “Greenpeace Green” to make them stand out, showcasing the range of ways users can take action
  • A robust Research library consisting of information and tools helpful to organizations and individuals working in the environmental space. Users can filter the Research library by topic to narrow in on the exact resources they are looking for. They can also share individual pieces of research via their social networks.
  • Dramatically simplified Individual Work Area pages (i.e. Saving the Arctic, Protecting Forests, Fighting Global Warming, etc.) that feature a single, specific action and tell the story of the issue and explain why people should care. Via our content strategy work, we reduced the amount of content on these pages from an average of 5 pages per work area to just 1. The pages also dynamically bring in related Research and Actions from across the site via the site-wide taxonomy.
  • Multiple opportunities to collect donations, both global and in-context on individual article pages
  • An experience optimized for mobile, with a strong focus on advocacy actions and donations
  • A frequently updated blog, The Environmentalist, that showcases breaking news and commentary from Greenpeace
  • Rich multimedia photo galleries and videos
  • Fully integrated social media sharing
  • A scalable back-end infrastructure that can be leveraged for international versions of the site.


The new Greenpeace website launched successfully in 2016. Teal continues to support Greenpeace USA and their Mobilization Lab on web and print projects.

Check out a screenshot of the homepage below, and visit www.greenpeace.org to see the full site!

** Teal specifically worked on the UX and Visual Design elements of the Greenpeace website, partnering with Echo & Co. for the development portion of the project.

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