Northwest Clean Air Agency had successfully addressed clean air issues with large corporations and now needed to reach out to individuals. Their desire was to create better awareness of the important role each person plays in their communities’ air quality.

We realized that negative messaging no longer motivated their audience and determined that the name Northwest Air Pollution Authority needed to change. We also took a more optimistic approach by using positive messaging, highlighting the benefits of clean air. The brand could motivate change through inspiration rather than being authoritative.

They changed their name to the Northwest Clean Air Agency, more accurately expressing their new, strategic brand voice and developing equally compelling visual messaging. They have increased awareness among individuals and families in the communities they serve and are viewed as a leading resource for people concerned with their impact on the planet. As a result they have gained unprecedented headway toward changing the behavior and desire of those individuals in support of clean air initiatives.

“They’re an invaluable partner, continuously helping us to achieve our goals.”

Laura Curley, Public Information Officer
Northwest Clean Air Agency