THE ART OF COMMITTING.

We are super fortunate to work with some of the most progressive people, organizations, governments and companies on the planet. SOAP’s clients are responsible for changing the landscape, pushing the sustainability dialogue forward, and taking bold steps to create a healthier, more just and happier planet.

//INTERFACE

ENGAGE GLOBAL EMPLOYEES IN SUSTAINABILITY

International carpet giant and leader in the sustainability space, Interface, Inc. has set aggressive sustainability goals – zero negative environmental footprint by 2020. As part of this “Mission Zero” initiative, and working with their global Sustainability Teams, SOAP was hired to design and manage a global learning project resulting in a corporate-wide employee engagement program.

//EMPLOYEE INTERVIEWS

To reach their goals, Interface knew that each employee needed to see their job through the lens of sustainability. So we asked them what they thought (nearly all 4,000 of them in one-on-one interviews). SOAP has been traveling to Interface manufacturing plants in Australia, Europe, Asia and the U.S. documenting the employee interviews.

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//CHARETTES

At each of their facilities, we facilitate culturally relevant charrettes designed to identify barriers to engagement and energy to catalyze change. We have worked directly with employees (sometimes through translators) to learn the cultural and operational opportunities to engage in deeper sustainability.

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//SHARING

To share the lessons from our work at each facility, we have been shooting documentary films. Each facility receives a 15 to 30 minute documentary chronicling the sustainability initiatives at the facility. These films are then translated, subtitled, and spread internationally creating context, connections, and knowledge sharing throughout the company.

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//GLOBAL ENGAGEMENT PLAN

SOAP continues to consult with Interface as we design employee engagement plans specific to each facility and its unique culture. Simultaneously, we are building out a global engagement plan to improve knowledge sharing, data capture and systems to help Interface realize their goal of no negative environmental impact.

//CLIF BAR

DESIGN A SELF-REPLICATING VOLUNTEER PROGRAM

Fitness-food icon CLIF Bar wanted their volunteer program to scale and self-replicate as if nature had designed it. SOAP was brought in to complete the strategic planning and roll-out-process for their In Good Company platform. Participating stakeholder companies included: Annie's Homegrown, Eileen Fisher, Numi Tea, Seventh Generation and Timberland.

//WORKSHOP

On-site workshops were designed and facilitated by SOAP to understand and guide the development of “ideal” volunteer experiences, and strategies and tactics to scale the program nationally. We designed and lead custom exercises for CLIF Bar management to experience the program through the perspective of multiple stakeholders - employees, partner companies, NGOs, and members of the community in which the volunteer projects take place.

//STRATEGIC PLAN

SOAP then provided a five-year strategic plan to reach the growth and impact of both CLIF Bar's brand and CSR objectives. The plan was developed using our P.A.B.S.T (People, Actions, Beliefs, Strategies, Tactics) formula, and a 24x36 graphic was created to publish the plan within the company.

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//THE WORLD BANK INSTITUTE

BRAND A LEADERSHIP PROGRAM TO END POVERTY

IDEO’s brand group recommended that The World Bank Institute hire SOAP to help with a particularly hairy branding system problem that needed to be solved quickly and efficiently. The “leadership training” space was swamped with collegiate, NGO and governmental entities; WBI needed a brand system to reach above the standard, and yet be recognizable and translatable into multiple languages. We helped them develop the identity for an innovative leadership training and support program we named >Leadership.

//WORKSHOP

SOAP facilitated a brand discovery workshop at the institute’s offices in Washington D.C. Through the workshop, we explored the variety of needs that were essential for the new brand to address. Ultimately, the program design needed to transcend traditional leadership programs and continue to provide support service to participants. It would need to be more than just another leadership program - and therein squarely sat the brand idea.

//BRAND ID

Design challenges for this brand included the requirement for translation into many languages. This was solved by relying on the universal language of mathematic symbols. >Leadership was born. Materials included: Logo, Tagline, Messaging, and Brand ID-Guide (to be used with local designers within specific regions of work).

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//NELMA

INCREASE EFFICIENCY + EDUCATE A NEW GENERATION OF ARCHITECTS

The Northeastern Lumber Manufactures Association (NELMA) is the rules writing agency for Eastern White Pine lumber and the grading authority for many commercially important eastern softwood species. NELMA is also the leading agency for export wood packaging certification and the marketing voice for the wood products industry in the Northeast.

SOAP has worked with NELMA for over eight years, helping them increase their visibility and efficacy in the sustainability space.

//MOBILE APPS

NELMA inspects lumber used in the packaging of exported goods from the U.S. to other countries, preventing the spread of invasive species. They also inspect lumber used in building projects to insure quality.

We developed two mobile apps for their inspectors to use in the field, reducing a time-consuming and very high-tech inspection & reporting process from 14 to 4 steps.

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//CUSTOM PUBLICATIONS

SOAP manages the editorial, writing, layout and publication of NELMA’s White Pine Monographs - a historic magazine providing documentation of classic and unique applications of Eastern White Pine. The custom publication is punctuated with crisp photography, vivid illustrations, and detailed editorial by and about well-respected American architects and builders. It showcases sustainable projects featuring this historic species.

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//SUSTAINABLE VERSATILITY AWARD

The aggressive marketing of wood-alternatives (plastics and composites) has left a knowledge gap in young aspiring architects. Simply put, they are missing the virtues and values of designing with wood. SOAP designed, launched and managed a college student design award competition called The Sustainable Versatility Awards challenging aspiring architects to design the sustainable home of the future featuring Eastern White Pine.

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//SPECIES POSITIONING VIDEO

SOAP has shot and produced a series of videos for NELMA. Most notable is our video comparing competitive species Radiata Pine to Eastern White Pine. The video compared the two species for historical relevance, sustainability, strength, character and workability.

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//EVENT MANAGEMENT

SOAP creates content for the annual NELMA convention. We help design event thematic and collateral, as well as innovative moments for NELMA members. These moments have ranged from historic documentary retrospectives, to film screenings, QR-code based interactive events and stunts designed to engage members in fun and exciting ways.

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//HAWAIIAN NATIVE CORP.

HELP PRESERVE AN AUTHENTIC INDIGENOUS CULTURE

Preserving authentic Hawaiian culture is the mission of the Hawaiian Native Corporation. They hired SOAP to perform a cultural study to understand the meaning of Hawaiian culture beyond the tourist’s pedestrian experience. Our team of researchers ’talked story’ with Puakea Nogelmeir (Hawaii’s foremost expert on Hawaii language), stepped aboard the Hōkūle'a, skinny dipped as a team after drinking indigenous concoctions, brought up the sun with sacred chants, visited off-the-grid tarot famers, made poi with locals, and drank kava until their eyelids were numb.

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//STATE OF MAINE

INCREASE RECYCLING RATES

They say Maine is the way life should be. And Maine hired SOAP to help increase recycling rates across the entire state. The social marketing project included using data from an omnibus survey, designing creative, testing creative through focus groups and launching the program working with recycling stakeholder groups across the state.

//STRATEGIC PLAN

Following a consumer survey, it was identified that the gateway drug to recycling is often the recycling of paper products and HDPE milk containers. We focused our efforts on those two items identifying up-cycled products made from these items. We developed a strategic marketing plan that included social media games, beverage distributor partnerships, print ads, school competitions and event promotions.

//CREATIVE EXECUTION

Our campaign placed the action of recycling into the hands of everyday Mainers (skiers, Ultimate frisbee players, fishermen, tourists and parents) and correlated the action to up-cycled products.

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//MOUNT WASHINGTON OBSERVATORY

EXPOSE CLIMATE CHANGE DATA

When the Home of the World’s Worst Weather®, the Mount Washington Observatory (MWOBS) needed to better align with their mission, they called SOAP. MWOBS is a private, non-profit, scientific and educational institution conducting research 24/7 365 days a year on its mountaintop weather station. Sitting at the convergence of three storm tracks, the Observatory has been capturing hourly weather and climate data on the summit for 75 years.

//IDENTITY

Stakeholders mistook the private NGO Observatory as a government entity. This hurt their fundraising. We needed to realign their brand with this reality to help shore up their bottom line. A new logo and brand identity were developed to showcase their focus on extreme weather data and create a new moment to reintroduce the brand.

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//CORPORATE PARTNERSHIPS

SOAP worked with Subaru to design vehicle wraps showcasing MWOBS new brand identity. L.L.Bean uses the Observatory as a gear testing location, and we worked to develop co-branded gear based on the new brand.

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//COLLATERAL

From custom publications, school program brochures, web site and annual appeal programs, SOAP provided creative direction and design services to the Home of the World’s Worst Weather®.

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//GREEN MUSIC GROUP

ACTIVATE MILLIONS OF MUSIC FANS

The environmental footprint of the music industry is enormous. Its impact is rivaled only by the promise and passion of millions of fans. GMG is a large-scale, high profile, environmental coalition of musicians, industry leaders and music fans using their collective power to bring about widespread environmental change around the globe. Founding members included Guster, Barenaked Ladies, Willie Nelson, Sheryl Crow, The Dave Mathews Band, Maroon 5, The Roots, Bonnie Raitt, Lincoln Park and Eddie Vedder. They hired SOAP to help activate those fans and build a pair of websites.

//GMG WEB SITE

A ton of video media, a bunch of interactive features and a content management tool that allows musicians control their own content. And it had to look as sexy as the idea of changing the music industry is.

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//REVERB WEB SITE

Environmental non-profit Reverb was founded by environmental activist Lauren Sullivan and her rock star husband (Adam Gardner of Guster) to help the music industry reduce its environmental impact. They turned to SOAP to help redesign and develop a website showing carbon impact data.

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//FAN ACTIVATION

SOAP helped architect the Green Music Group Challenge where founding member bands directly challenged their fans to take action and steps toward sustainability.

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//TROPHOS ENERGY

VISUALIZE DATA OF MICROBIAL FUEL CELLS

Trophos Energy designs and develops energy harvesting systems for sensors used in harsh, remote marine or terrestrial environments. As part of a pilot study that included the planting of hundreds sensors powered by microbes from organic material (microbes) without combustion or chemicals, SOAP was hired to prototype a web platform to display real-time information collected by the sensors. We managed the integration of data streaming from the Trophos sensors with a social networking-esque web tool designed to present multiple data vectors in meaningful visual displays.

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//DOGWOOD ALLIANCE

DRAW ATTENTION TO AN INDUSTRY’S PAPER FOOTPRINT

The Fast Food industry has a huge paper footprint. The Dogwood Alliance hired SOAP to build a campaign to launch a report based on the worst offenders. The report outlined the Fast Food industry’s 11 Fast Food Junky companies who were the biggest offenders. To launch the report, we developed a fictional fast food joint called Stumpy Burgers where you can order up a DeluxDeforestation with Erosion Sauce, a Filet of Fir sandwich, Quarter Mile Cut and a side of Skidder Nuggets. Drive-through customers were greeted with the classic up-sell “Would you like deforestation with that?” It will get stuck in your head, and for that we apologize.

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//U.S NATIONAL PARKS

GET PEOPLE ACTIVE.

The U.S. National Park system is one of America’s greatest treasures - viewed from the windows of Winnebagos. The U.S. National Park Service wanted people to get out of their cars and get active in the park system. They hired SOAP to create a promotional campaign that would allow people to see the park system through the lens of fitness. We designed a campaign juxtaposing classic park icons with fitness equipment.

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//CLYNK

BUILD A GREEN TRIBE AROUND DATA

CLYNK is an innovative bottle redemption/recycling company that transforms bottles and cans into social and environmental impact. They turned to SOAP to help them articulate this impact, galvanize their customer-base and turn their database of numbers into visual data. We developed a data visualization system and series of impact graphics to help CLYNK customers see the impact that their personal bottle and can redemption hason the environment. We also invigorated a public relations campaign enabling CLYNK customers to donate their redemption dollars to local community groups, activating millions of dollars for local benefit.

//DATA CONVERSION

Working with massive amounts of data, SOAP was able to run conversions (using U.S. Environmental Protection Agency data comparisons) to create engaging correlations between bottle/can redemption and environmental impact. Data is parsed in real-time for individual users, community groups and the entire CLYNK system.

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//BRAND ID

CLYNK was introduced as a convenient service and new bottle recycling platform. Its brand of “Easy” was once appropriate, but now outlived. We anchored the new brand around “transformation” - the CLYNK platform transforms recycled bottles and cans into social and environmental impact.

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//CLYNK WEB SITE

To launch the new brand, we redesigned CLYNK's member web experience around personal and community impact. Users can see their individual and communal social and environmental impact made possible by the act of recycling. To support local communities, members can now easily donate proceeds from their redeemable bottles and cans to local community organizations, activating millions of dollars for the community.

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© 2012 THE SOAP GROUP |

Photo: Jared McKenna