After 27 years of working to “harness economic power to create a socially just and environmentally sustainable society” — Co-op America was changing its name to Green America. We had the pleasure of working with the organization’s branding team to develop a cohesive brand identity, including logo, tag line, tone of voice, publication names, and an overall visual system.The idea was to create a brand that evoked the vibrancy, breadth and depth of the organization.   Toward this end, we focused on ways to feel less like an “organization” and more like a grassroots culture.