Navy
Primary Color
#08394B
Light Teal
Light Accent 3 (For use with Navy)
#62BBBB
Goldenrod
Light Accent (Primary CTA)
#FCB414
Dark Teal
Dark Accent (For use with Sand/White – Secondary CTA)
#0D7A83
Orange
Light Accent 2
#FF9648
Sand
Light Neutral
#F5F4EC
Light Gray
Medium Neutral
#C7C6C2
Dark Gray
Dark Neutral
#5C5C61
Dark Sand
Widescreen BG Color
#EEEDE7
Red
Error
#E03C31
Brand Fonts: Arnhem Blond and Montserrat
Substitute Fonts: Lora (Georgia as backup to Lora)
Audience
3Degrees markets to the decision-makers in different companies who want to offset their carbon footprint. They’re a consultant firm that wants to make the world greener by partnering with companies, getting them carbon credits, creating new low-carbon transportation opportunities, and things of that nature. So it’s for the higher-ups that want to do something about their business’s negative impact on the planet OR the higher-ups that want to seem like they’re doing something to help the planet for optics.
Character
In their copy, 3Degrees is personable, progressive, modern, serious, bold, and professional. They want to change the world for the better, they want to make money doing it, and they frame these potential changes in other companies in a way that shows the financial benefits of such a change. They’re a younger company, and while their copy has a more human-sounding vibe, they’re still firm and professional.
Emotion
When you read their copy, 3Degrees wants you to feel productive, motivated, confident, informed, capable, empowered, and even a little bit stressed. They want you to feel the urgency by which the world needs to change to avoid climate catastrophe, but they also want to feel capable of making these changes. There’s even a bit of how they write that almost makes you feel a bit guilty, but not enough o push people away.
Tone
When they write copy, 3 Degrees is honest, direct, scientific, serious, concerned, empowering, motivating, and professional. They don’t mince words when they discuss what’s at stake, but they try and keep an optimistic tone suggesting that all is not yet lost. It’s optimistic, but it’s also pushing for urgent action and fast movement.
Language
In their copy, 3Degrees speaks from a team perspective (using “we” instead of “I”), they use US English, limited hashtags, and they do use jargon but they keep it accessible. They don’t use humor, cursing, pop culture references, or any kind of specialized personal touches.
Purpose
The intent of their copy is to inform, influence, and sell.
3Degrees targets decision-makers within various companies who are interested in offsetting their carbon footprint. As a consultant firm, their mission is to promote environmental sustainability by collaborating with companies, facilitating the acquisition of carbon credits, and exploring opportunities for low-carbon transportation, among other environmentally conscious initiatives. Their services cater to two main groups: firstly, business leaders who genuinely wish to address their company’s negative impact on the planet, and secondly, executives who seek to project a positive image by demonstrating their commitment to environmental causes.
3Degrees helps you take immediate action on your Scope 1 and Scope 3 emissions by incorporating carbon credits into your GHG reduction strategy, and supporting the development of new carbon reduction projects to help you achieve your near- and long-term climate goals.
