EarthGen

Donors prioritized near‑term, tangible impact, casting youth as a “nice‑to‑have.” That framing depressed the perceived return on giving and capped growth for a program built to activate young leaders. WA Green Schools also suffered from a misunderstanding of what it was. It sounded like a school, when really it was a program to catalyze the power of youth.

We saw the opportunity to shift the narrative from “future advocates” to “current catalysts,” and created a positioning that showed how the brand made youth leadership a multiplier on climate outcomes now.

Northbound aligned stakeholders, and renamed Washington Green Schools to EarthGen signaling a movement for growing change‑makers. We built clear messaging, created the tagline “Learning sparks action,” and designed a spirited, credible identity—centered on a hand‑drawn wordmark within a circular “saycon”—that speaks donor confidence and youth energy across touchpoints.

Stakeholders embraced the new name, narrative, and design; fundraising conversations accelerated, including donor notes praising the clarity and conviction. EarthGen now has a stronger platform to scale participation, programs, and impact.