Behind the rebrand with CDP

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Hello Spark reader,

This week, we are lucky to share some behind-the-scenes insight into CDP’s recent rebrand from their Chief Marketing and Communications Officer, Shannon Joly.

Last year, we worked closely with Shannon and her team to deliver a fresh new brand for CDP that its stakeholders (and the planet) could be proud of—one that does justice to their industry leadership as the the world’s most comprehensive disclosure data platform, renews their commitment to transparency, and creates a new call to action to rally around: Earth-positive.

Read more about why the rebrand was so important to CDP in working to bridge the gap between scientific trends and economic business action in Shannon’s article here.

-joel

Lessons on leading an Earth-Positive rebrand

A Q&A with Shannon Joly, CDP

What made you feel that CDP needed to reignite its brand?

CDP’s CEO, Sherry Madera spoke with me early on about the uniqueness of CDP – after almost 25 years of existing, CDP was lost and misunderstood within the very ecosystem it created. Vanguards create the environment but then have the responsibility to continually shape it.

The more I learned about CDP, the more I was convinced of its importance in the years ahead—not only in the path it originally forged. So, we needed to get the brand ready to climb new mountains.

What was of critical importance to you throughout the rebrand process?

Harness the spirit, don't break the magic of it.