CleanAIRE NC (formerly Clean Air Carolina) was founded in 2003 when a group of volunteers banned together on a mission to improve air quality for Mecklenburg County residents. Since their beginning, community relationships and engaging citizen scientists have been cornerstones of their advocacy. Over the years, the link between air quality, climate change, and public health became more and more apparent. Worsening air quality resulting from daily energy use and production exacerbates climate change. In turn, climate change intensifies poor air quality. As their advocacy work expanded into climate change and throughout North Carolina, it was time for a new brand to reflect this greater reach and focus.

New Brand In Action

Rolling out the new brand started with setting up the CleanAIRE NC team with consistent brand experiences across print and digital platforms. Their long-time and new supporters could now start to see a cohesive and on-brand message. CleanAIRE NC had always been a leader in their sector and an industry expert in their fields. But with a new brand identity and marketing support, it was able to increase its brand awareness among the communities it serves.

Rebrand Launch Logo Reveal

For their launch event and social channels, we created a video unveiling the new identity and brand structure. Showing the new brand in an interactive and holistic way gave their supporters a better understanding of the new look, tone, and direction CleanAIRE NC would now be living out.

State of the Climate Event Video

Each year, CleanAIRE NC hosts a State Of The Climate event to raise awareness of the current climate issues, how their team and community have worked to find solutions and raise funds for the cause. This year, was all about standing together so we crafted a short video that spoke to their mission and inspire support.


To bring the brand story to life, we designed and developed a website that educates and inspires action to support CleanAIRE NC’s mission. With a custom filtering system within their blog we made it easy for their supporters to find and filter through the many topics and environmental issues CleanAIRE NC takes on. Each program has a dedicated page and color to help reinforce the brand family and give an easy way to identify program content. The new website structure allowed for more streamlined content that pushes relevant information pertaining to the page you are on, resulting in a better user flow. CleanAIRE NC now has an online presence that matches their needs and provides vital resources to those looking to make an impact in their community.
Custom Website Design | Moonlight Creative
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Marketing Material

To further support CleanAIRE NC’s new brand, we created social media graphics, an email template, a presentation template and more to empower the team and equip them with the tools they need so they can focus on the good work they do in our community. Social media is a powerful tool for sharing CleanAIRE NC’s mission. It allows for an immediate call to action when time sensitive news needs to be shared. We also developed a social media guide, outlining content recommendations, best practices and design tips to make it easy for the staff to consistently and confidently manage their platforms.