Establish the Anti-Greenwash Charter as a credible, authoritative voice on sustainability communications
Translate complex regulatory and technical issues into clear, accessible insight
Be used as:
A downloadable thought-leadership asset
A reference document for industry discussions and roundtables
A credibility-building tool with regulators, partners, and prospective signatories
This is not a marketing brochure or brand manifesto. It should feel serious, rigorous, and editorial, similar in tone to policy think-tank or professional institute publications.
2. Target Audience
Primary:
Senior professionals in the built environment:
Architects
Developers
Sustainability and ESG leads
Communications and marketing leads
Government and regulatory stakeholders
Secondary:
Industry bodies
Media and commentators covering sustainability, construction, and regulation
Design should assume a smart, time-poor, sceptical reader.
3. Core Tone & Feel
Keywords:
Credible
Calm
Authoritative
Neutral
Editorial
Evidence-led
Not alarmist, not promotional
Avoid:
Overly “green” aesthetics
Marketing language or hype
Stock imagery that implies perfection (lush forests, unrealistic buildings, etc.)
Visual gimmicks
4. Brand Application
The report should feel unmistakably Anti-Greenwash Charter, but restrained.
Brand role:
The Charter is a convener and facilitator, not the hero
Branding should support trust and clarity, not dominate
Expected brand elements:
Logo usage: minimal, consistent, unobtrusive
Colour palette: restrained use of Charter brand colours as accents
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