Launching and promoting ethical supply chain guidance from promising concept to global adoption
Client: Rainforest Alliance
Services:
- Communications strategy
- Brand strategy and messaging
- Website strategy and development
Challenge
In a crowded market of supply chain certifications and frameworks, the Accountability Framework was just a vague technical concept. We needed to demonstrate unique value to companies, governments, and civil society — articulating how AFI would unify best practices across disparate initiatives and help remove barriers to implementing ethical supply chains.
Solution
As founding Communications Lead, built all communications infrastructure from scratch: messaging framework and brand strategy, multilingual website, and dual launch events in Amsterdam and Washington DC within 12 months. Navigated complex coalition dynamics across global partners to establish clear differentiation and compelling value proposition.
