A carbon-conscious approach to brand strategy and web design


Thoravej 29 is a community and professional network focused on fostering radical change for people and society. While the eponymous address in Copenhagen’s Nordvest neighbourhood will open in 2025, Studio C is supporting the project’s development through strategy, design and implementation.

Through a number of workshops in collaboration with key members from the Thoravej 29 community and board, we defined and developed the following core elements: the name, brand strategy – incl. purpose, brand drivers, core narrative, key messages and target groups – communication strategy and brand manual.
Using the above brand elements and insights from the process as a starting point, we developed Thoravej 29’s visual identity and a simple but impactful website. As a core touchpoint, it was the first element to be launched and acts as an information platform introducing the public, stakeholders and possible collaborators to the project before the house is fully open. We have implemented Thoravej 29’s transformative identity and introduced key elements from the brand strategy on the site.

Whilst the building is reconstructed, through an ambitious scheme by Pihlmann Architects that repurposes every possible element of the old build into the new, Thoravej 29’s identity also had to create as minimal carbon impact as possible. After spending time researching and trialing different approaches to low-carbon web design, we established a site that offers users an interactive experience without the bloated, resource heavy features that we have come to expect.

We considered: a simplified user journey, reduced use of javascript, coded animations instead of video and any remaining videos are present without the use of autoplay, the removal of cookies and the creation of a low-impact version of the site.

When a user’s visits the site for the second time they are prompted to choose between ‘eco mode’ and the full website accompanied by data comparing the carbon impact of both options. In eco mode, images are only loaded on request allowing key information to be accessed without the transfer of large amounts of data. This feature introduces visitors to Thoravej 29’s sustainable mission, making it an inescapable part of their work as a community.

Our work on Thoravej 29’s website and identity offered the opportunity to gain a deeper understanding of what we can do to consider the environmental impact of every area of our practice. In the inevitable push towards a carbon responsible society we must embrace a new future for our industry and accept that things will look and behave a little differently.

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