Our misfit idea is that a hybrid company can play a major role in sustainability. We’ve blended environmental science, business strategy, communication design and cultural insights. Along the way, we built a company with broad reach into and deep understanding of the sustainability space.
But beneath all the strategy, in the basement, is a core passion. Here are some of the ways it manifests...
Every revolution needs a manifesto. Here is ours, written by our team:
SOAP employees got together and launched a grass-roots public bike-share program for the City of Portland, Maine in 2007. We did it to stimulate dialogue about the importance of bike friendly city planning. Employees scavenged, built, painted and maintained the bikes for our community (special thanks to the Portland Police Department for their help keeping the bikes safe). A new bike-share program is currently being commercialized.
Frustrated by the reliance on advertising as the sole voice and educator of sustainability, we wondered if the physical act of promotion could also be a physical act of sustainability. So we set out to design it. Along the way we asked progressive agencies and designers to take a pledge.
“Wherever and whenever possible I will develop promotion that has social significance. I will architect campaigns that have corporate, civic and cultural value.”
At one point, we were obsessed with the idea of evolution - particularly the speed at which the green space was evolving around us. We asked Associates to imagine their favorite animal evolved to meet the conditions of our new earth environment. We then hired renowned natural scientist illustrator Gordon Morrison to transform these with pen and ink.
SOAP Labs are physical, temporal and digital spaces where we innovate new strategies to advance sustainability. From associate brainstorming sessions, to paid innovation time and on-line collaborative idea forums, we encourage play and innovation as we design the next wave of strategies to meet the new challenges of our evolving world.