đ Climate Action, Parent Edition
A global parent movement finds its visual voice.
Welcome to On-brand by Brandfetchâthe weekly scoop on the most intriguing rebrands, brand evolutions, and fresh identities shaping your favorite products.
đś From Paris to a Parent-Powered Network
Our Kidsâ Climate (OKC) officially became an organization in 2019 as a parent-led response to the Youth Climate Strikes. At the time, young activists like Greta Thunberg were leaving school to protest the climate emergency. Many parents felt, âWe are the grownups, we should be standing up. This burden shouldnât rest only on our children.â
The roots of OKC stretch further back to the Paris Climate Talks in 2015, where Frida Berry Eklund in Sweden and Jill Kubit in the US first gathered parents. Those early connections laid the groundwork for what became a global network, with groups now active across countries supporting one another in the climate fight.
The name Our Kidsâ Climate captures its mission: parents taking responsibility to hand down a healthy planet. Today, OKC runs fellowships, training, and micro-grants, while also showing up at global moments like COP26 and COP30.
âKids are at the heart of everything we do, and itâs the motivation driving all our parents to take action.â
âRebecca Wynn, Communications Lead at Our Kidsâ Climate
đ¨ A Brand as Bright as Its Community
Until recently, OKCâs âbrandâ was simply its people and their actions. But with its community growing, the need for a clearer, more dynamic identity emerged. Partnering with In Progress Studio, OKC launched a rebrand that feels playful, clever, and true to its spirit.
The new logo transforms the letters OKC into the shape of a child jumping over the horizonâa symbol of energy, resilience, and hope. The expanded color palette matches the movementâs dual nature: warm and vibrant for everyday organizing, softer and more muted in moments of urgency.
đ A Global Family of Change Makers
The rebrand brought more than a new look. It also gave OKC words and phrases that show what the movement is about. The tagline âThe power of parentsâ sums it up, while calling OKC a âglobal family of change makersâ makes clear it is about people working together across borders.
The process was open and included both the team and the wider community. Parents had a voice in shaping the brand, which helped everyone feel seen. As Wynn explains about working with In Progress Studio: âThey understood who we are and helped us express it more clearly. That sense of alignmentâthatâs been one of the most joyful outcomes of the rebrand.â
The timing also matters. With a stronger identity, OKC can show up with confidence at big events like COP30 in Brazil and New York Climate Week, carrying both their message and their new brand into spaces where global climate decisions are made.
đ° Read These Next:
See you next week!
From your friends at Brandfetch đ