Ensuring culture is at the heart of creative climate action

Julie’s Bicycle

Sector and focus area

Culture • Climate action • Brand strategy • Website design • Digital communications

Context and challenge

For nearly 20 years, Julie’s Bicycle has been at the forefront of helping the arts and cultural sector respond to the climate crisis. As the scale and complexity of today’s challenges grow, a bold new identity was needed, one that could energise, inspire, and reflect JB’s visionary leadership at the intersection of creativity and climate.

Greenhouse was appointed to reposition Julie’s Bicycle for its next chapter, delivering a refreshed brand identity, an accessible website and a communications framework that could engage cultural organisations, policymakers and partners around the world.

Our approach and strategy

Greenhouse developed a strategic brand and digital transformation that re-established Julie’s Bicycle as a bold, contemporary voice at the intersection of culture and climate action.

The project combined brand strategy, messaging, visual identity and digital design to create a clearer, more accessible experience for audiences while providing the organisation with the tools to grow its influence.

Key elements of the strategy included:

• Developing a new brand strategy, messaging and visual identity through stakeholder research and workshops.

• Redesigning and rebuilding the website with improved user journeys, accessibility and SEO.

• Creating a communications framework, brand guidelines and digital toolkit for consistent storytelling.

• Delivering training, analytics and post-launch support to enable long-term growth.

Work Delivered

Greenhouse delivered a complete brand and digital transformation for Julie’s Bicycle, from strategic positioning through to website design, development and launch.

The refreshed identity captures the organisation’s ambition, optimism and leadership, while drawing on Julie’s Bicycle’s roots in the music industry to create a bold, culturally distinctive visual language. The new website provides a more intuitive experience for users seeking research, practical guidance, events and climate tools. Built around accessibility and sustainable digital design principles, the platform enables Julie’s Bicycle to communicate more effectively with a diverse international audience.

Alongside the rebrand, Greenhouse developed a complementary identity and digital platform for We Make Tomorrow, creating a campaign that mobilises cultural voices around climate action ahead of COP30 while remaining clearly connected to the Julie’s Bicycle brand.

Outcomes and impact

The project repositioned Julie’s Bicycle for its next chapter, creating a bold new identity and digital platform that better reflects its leadership in culture and climate action.

The refreshed website has made Julie’s Bicycle’s research, practical tools and thought leadership significantly easier to discover and use, providing a stronger experience for artists, cultural organisations, funders and policymakers alike. Improved navigation, accessibility and search optimisation have increased engagement with key resources, while the new platform provides the flexibility to support future campaigns, partnerships and programmes.

Early performance demonstrates significantly stronger audience engagement and deeper interaction with Julie’s Bicycle’s knowledge hub.

Why this work matters

Culture has a unique ability to influence public attitudes, inspire action and bring communities together around complex global challenges. Yet the organisations driving this work need brands and digital platforms that match the scale of their ambition.

By repositioning Julie’s Bicycle for a new generation of audiences, Greenhouse helped strengthen one of the world’s leading voices on culture and climate. The new brand and website provide a future-ready platform for research, advocacy and collaboration, ensuring that artists, cultural organisations and policymakers can more easily access the knowledge and tools needed to accelerate climate action.

“I absolutely love the brand, love the messaging and love your team.”

Alison Tickell, Founder & Policy Director, Julie’s Bicycle