U.S. Green Building Council
Branding a flagship sustainability movement
Situation Summary
Situation Summary
The U.S. Green Building Council (USGBC) sought to strengthen the visibility and memorability of its annual member conference and reinforce its leadership in the rapidly growing green building movement.
As sustainability moved from a niche issue to a mainstream priority, USGBC required a cohesive brand identity capable of anchoring its flagship event and extending across digital and print platforms.
Qorvis Solution
Qorvis Solution
Qorvis led the naming, logo development, and integrated branding for what became Greenbuild — creating a distinctive identity system that included print materials, event assets, and a dedicated website.
The branding positioned Greenbuild not simply as a conference, but as the central gathering point for the green building industry.
In subsequent years, Qorvis expanded its support to include designing the USGBC’s annual report and developing a rich-media LEED certification toolkit, strengthening digital engagement around the organization’s core standards.
The Greenbuild brand became synonymous with USGBC’s leadership in sustainability and significantly increased awareness of the organization’s annual conference. The integrated branding effort earned a prestigious ADDY Award and established a scalable identity platform that supported USGBC’s continued growth.