THE CHALLENGE: Washington wine has always had a sustainability story—it just hadn’t been told with the clarity or authority it deserved. For decades, growers and winemakers here have practiced stewardship—working with the land, not against it. The branding of Sustainable WA made that long-standing ethic measurable and visible: a best-in-class, science-backed certification program tailored specifically to Washington’s unique terroir. The challenge was to brand it not as a new direction, but as a natural expression of values and practices that have always been part of the region’s DNA. It needed to feel authentic, deeply rooted, and proudly distinctive.
THE WORK: We crafted a brand around a simple, resonant, and ownable idea: What rooted us then, sustains us now. This tagline became the rallying cry for the campaign—a direct link between the pioneering spirit of Washington’s early winegrowers and today’s commitment to stewardship, innovation, and resilience. Visually, we moved away from the expected lush greens and sweeping vineyard shots, choosing instead a palette and imagery that honored the arid beauty of Eastern Washington: muted, earthy tones; intimate, location-specific photography; organic shapes. Every element, from the language to the design system, reflected the idea that sustainability here isn’t a trend. It’s a way of life. Then. Now. Always.
THE RESULTS: The Sustainable WA brand launched with immediate credibility, creating a unifying language that growers, winemakers, distributors, and retailers could rally behind. The program’s proof points—scientific rigor, social equity, and long-term economic viability—were brought to life in ways that felt personal, powerful, and unmistakably Washington. By leaning into the authenticity of the region instead of over-polishing it, we helped position Sustainable WA not just as a certification, but as a movement—one deeply connected to the land, its people, and the future they’re working to protect.
