EARNT Case Study
Flower Power 2.0
About EARNT
EARNT has a unique approach to environmental change. EARNT was launched with the simple idea that people will go to crazy lengths to get exclusive access and VIP treatment from their favorite brands, restaurants, and performers.
The brand’s focus is on making the world cleaner and better through collaboration. EARNT collaborates with brands to reward participants of environmentally conscious acts with limited edition or often one-of-a-kind deals, such as a secret menu at the River Club in London or a free coffee (for you and the person behind you) at HAGEN. If you like making the world a better place, engaging with like-minded people, and being rewarded with exclusive, limited edition ETYs (EARNT Thank Yous), go to EARNT.co.uk and make the world a better place.
The Backstory
I was contacted by EARNT’s founders, Lauren Scott-Harris and Lavina Liyanage, to help refine their brand positioning. EARNT already had a visual identity, but they needed assistance in accurately portraying the brand narrative in a way that felt cool, compelling, and, most importantly, reached the right audience.
Their mantra is “A revolution in consumption.” There is a strong community aspect to their events, whether it’s litter picking, tree planting, or river cleanup. It’s about coming together to achieve a common goal. The EARNT monogram concept, “The world is the playground,” helped reposition the brand with a compelling narrative, Flower Power II. This aesthetic is unique to EARNT and takes cues from three of their core values: revolution, street/active fashion, and nature. As the website is the main brand touchpoint, it was crucial that it set the right tone for the brand and resonated with the right audience.
With this refined brand positioning, EARNT is now able to better communicate its mission and values, connecting with its audience in a meaningful way.
Flower Power II, as Lauren calls it. is the aesthetic unique to EARNT, it take cues from 3 of their core values. Revolution, Street/Active Fashion, Nature
Project Deliverables
Brand Positioning
Website Overhaul
Team EARNT Logo design
Textile design
Positioning Story: Flower Power 2.0
Revolution
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Posters from post-revolution countries with a undercurrent of change through community, a common goal.
Run DMC made activewear, street when they first started rocking all Adidas tracksuits. Since then, the street and the track have been interwoven.
Street culture
Active wear
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Nature
=
EARNT
FLOWER POWER 2.0
A community of change makers who believe actions speak louder than money.
Birds, trees, flowers, leaves.
The smell of wet soil. Nature is the essential ingredient to bringing the concept to life.
The EARNT website
The website also serves as a call to action, encouraging users to participate in EARNT’s initiatives. Every element, from typography to imagery, is designed to motivate and engage, transforming visitors into active members of the EARNT community. By creating a bold and determined digital space, we ensured that EARNT’s vision to change the world is both seen and felt by everyone who visits the site.
TEAM EARNT apparel.
To create intrigue and drive brand awareness, we designed exclusive t-shirts and caps that featured a tiger motif, reminiscent of old sports club logos. The tiger was a clever play on the phrase "Earn your stripes," symbolizing both achievement and the brand's ethos. Aligned with EARNT’s values, these items couldn’t be bought; they had to be earned.
The exclusive merchandise was only given to participants at EARNT’s events, reinforcing the brand’s community-centric approach and rewarding those who contribute to making the world a better place. Each t-shirt and cap echoed EARNT’s mantra, “Earn your stripes,” subtly woven into the design to remind wearers and observers alike of the brand’s mission.
By incorporating the tiger and the “Earn your stripes” message, we not only created desirable and unique items but also fostered a sense of accomplishment and belonging among participants. This strategy not only enhanced brand visibility but also deepened the emotional connection between EARNT and its community, turning every wearer into a proud ambassador of the brand.
Testimonial
“I have worked in communications for over 20 years and sent many a brief to a graphic designer. The brief that we shared with Jason was one of the most challenging I could have ever imagined:
‘Show that EARNT is for every person and every brand in every country without anyone feeling left out while communicating a totally new idea. Make it look clear, cool, and compelling.’
He accomplished it in ONE shot taking the brand into territory we had only dreamt of in one. simple. step. His vision. His creativity. His delivery of the creativity and his deep understanding of human nature are just some his super powers. I have never experienced a partnership like it. “
Lauren Scott-Harris
Founder EARNT
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