Visual design, Web Design & Digital Campaigning
Designing for action, campaigning for change
©Greenpeace
I worked with Greenpeace Aotearoa on the campaign to Stop Deep Sea Oil exploration, a campaign that spanned over several years. Each step along the way pushed me to think of design in new ways as a tool for strategy, storytelling and mobilisation.
Campaign
From protest to policy: designing a movement
I helped create and run a campaign and digital hub for the Stop Deep Sea Oil movement, uniting tens of thousands of New Zealanders from East Coast iwi to West Coast beach communities around one clear message.
My role spanned every aspect of design, digital, social, activation, email, and comms. I worked from land and sea as needed, alongside a fantastic team, and we kept going until we won (when the Ardern government announced a ban on all new offshore oil exploration permits in 2017).
The whole experience was a masterclass in strategy, and I was fortunate to learn from some of the best. It feels great to campaign and win, and I’m proud to have played my small part in this historic achievement.
The examples below are campaign pages I designed. The video highlights just the first year of a movement that took seven years to build, sustain, and eventually win.
Illustration
Bright, bold, and built to mobilise
From oil rigs to solar power, I created a series of striking illustrations that gave the Stop Deep Sea Oil campaign its visual punch. Designed to be bright, artful, and instantly shareable, these illustrations were used as backgrounds on posters and social tiles to carry the message onto streets, beaches, and social feeds, helping supporters spread the word and energise the movement.
Movement Building
Movements need people
Movements need people who are willing to stand up for what they believe in. It is called “People Power” after all. For any movement, that means recruiting supporters fast, giving them the tools and training to take action, and then deploying them into the heart of the campaign. My work focused on making it easy for people to join, train, feel part of something bigger, and then act. Because movements only win when everyone moves in the same direction.
