Built by Nature
Leading the timber transformation
Built by Nature is a global change initiative redefining sustainable building. It seeks to create transformational change in the built environment industry by accelerating the take-up of wood. This industrial-level shift in perception and behaviour called for a tone of voice that was urgent, positive, sharp and supportive.
The story
Laudes Foundation are dedicated to tackling the dual crises of inequality and climate change by finding new approaches that redefine and redistribute value for the good of all. Their new initiative Built by Nature sought to transform one of the largest contributors to climate change - the built environment industry – by accelerating the use of carbon-storing wood as a sustainable, safe and innovative building material.
To drive a perception and behavioural shift, we created a tone of voice, brand narrative and core copy that worked hard to inspire, educate and convene partners, as well as amplifying projects and partners choosing wood as an innovative, safe and sustainable material capable of creating incredible buildings.
We also created essential messaging to educate around the carbon-storing potential of wood and the positive impact that would have on forestry. We needed to tackle preconceptions around the risks of wood, and promote technological and creative advances in the use of wood.
We partnered on: Tone of voice, brand narrative, core copy, key messaging
Collaborated with: Naresh Ramchandani’s team at Pentagram, Robyn Siân Cusworth, Ailbhe Larkin, Katee Hui and Shóna Slemon
Built by Nature: Accelerating Europe’s timber building transformation
Currently responsible for 40% of the world’s carbon emissions, the built environment must reinvent itself with nature-based materials at its heart.
By connecting innovative practitioners of nature-based building, and enabling and amplifying the adoption of their practices across the built environment industry, Built by Nature is accelerating Europe’s timber transformation.
We call on the industry’s designers, developers, investors, owners, insurers and city policymakers to recognise the moment, join the movement and make a future built by nature.
Key copy:
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