It’s not easy being green

Greenpeace Magazine’s digital transformation

The managing editors of Germany’s Greenpeace Magazin approached us with an interesting conundrum. Whilst their website needed modernising and lacked a clear strategic mission, their successful, ad-free magazine enjoyed a growing subscriber base and a loyal readership. How to improve one without cannibalising the other?

Together with the editors, we defined three goals to help establish Greenpeace Magazin as a cross-media publisher: to boost subscriptions and foster subscriber loyalty, to increase revenue from their online shop and to create a media-rich, online reading experience, enjoyable on screens of all sizes.

We helped to devise new subscription models to include digital offers, and created a streamlined subscription process.

Following a mobile-first design philosophy, the new site features a generous browsing section, with a lively mix of regularly updated news items, links to in-depth features, columns and service offers.

We proposed that a long-form journalistic piece from each print edition of the magazine, be made freely available on the website some weeks after publication. These are presented on distraction-free pages which can also be toggled to focus on the magazine’s stunning editorial photography.

A powerful, fully indexed archive of every print edition going back 10 years is presented as a searchable overview of magazine covers.

With more than 500 products available, the online store is an important source of revenue. We completely rebuilt the user-experience focussing on clarity and fun. 

In a nutshell:

Faced with a tricky strategic problem, Greenpeace Magazin understood that good design is not a commodity provided by a supplier, but a process instigated through partnership. Our analytical approach to the problem, combined with lateral thinking and an eye for digital trends, helped the client reach new audiences by combining the best of two worlds into a mutually beneficial whole.

What we did:

Digital strategy,consultancy, UI/UX design


Greenpeace Media GmbH


More projects

A think-tank for policy reform and a catalyst for green projects. Communicating ideas we can believe in.
Opulence for everyone! Iconic branding for Berlin’s cheekiest opera house.
Designing the touchpoints for a new generation of movie makers