WindMade was a campaign and program created by Droga5 with its client, Vestas, the world's largest maker of wind turbines. I led the initial strategic work on this program.
What it is:
We created the first label of its kind, called WindMade, that shows consumers which products they buy have been produced using a majority of wind energy. The label allows companies to communicate their commitment to renewable energy, and it provides consumers with the choice to favor companies and products using wind power.
How it works:
The WindMade Product Label can be applied to all products using a minimum share of 75% of renewable energy in their total electricity consumption, with wind power representing the largest share. A cradle-to-gate approach was adopted, which means that the label will cover the entire power consumption for all product components, from the extraction of the raw materials all the way to the product leaving the factory gate.
The WindMade mark is managed by the WindMade Organization, a non-profit entity setup to promote this new standard globally.
I led brand strategy during initial concepting.