Brand strategy
Go to market strategy

Brand research
Brand positioning
Market research
Market positioning
Messaging framework 

Raise Green
Raising our green future

 Raise Green's mission is to accelerate the progress of local climate action projects in the US. The organization collaborates with local leaders to initiate solar projects in their communities while simultaneously acting as an investment marketplace for retail investors in these projects. I led the development of Raise Green's brand strategy and the US go-to-market strategy, informing to the creation of its visual identity. 


An action-first positioning

Despite an increase in public discourse around sustainability, tangible measures against climate change remain stagnant. Raise Green is created with a sheer focus on enabling action, not talk. To capture this energy, we developed a brand statement that guided our design process: Raise our green future. 


Giving Fintech an inclusive twist

The Raise Green brand draws inspiration from anti-establishment visual cues, such as the peace sign sticker, adding a distinctive and rebellious touch to its overall character. It showcases intelligence and credibility through straightforward messaging paired with an energetic aesthetic.

The identity effectively communicates investment outcomes using numbers, quotes, and photographs in a clear and down-to-earth manner, creating a sense of community and accessibility for the brand.


Going to market with confidence

In parallel to developing the brand identity, we conducted market and consumer research to establish Raise Green’s go-to-market strategy. The plan outlined:

  • Raise Green’s unique product advantages
  • The areas where they can competitively thrive
  • The customer segments they can best resonate with
  • The US positioning
  • The communication plans for two sides of their platform: local builders and investors.

After launching the pilot of their investment platform, Raise Green was selected to join ABN AMRO & Techstars Future of Finance Accelerator in 2021.



"At each step of our interaction, we were blown away by the consideration and craftsmanship. Viet, in particular, led with contagious enthusiasm. Not only did he go above and beyond in delivering us the outstanding branding we needed to get to the next level, but he encouraged the team to do the same. We were consistently impressed with each stage of our work together. 

In an age of decaying aristocracy and (hopefully) crumbling nepotism, the charm of working with Your Majesty is a welcome respite. They listened, they pushed, and, most importantly of all, they delivered."

Matthew Moroney
Chief Operating Officer and Cofounder at Raise Green