The Basics

The P4 journey started 2 years ago. A few clear ideas drive our everyday work to change the way people do online activism at Greenpeace.

Design Principles

Four principles drive the platform concept. Use them to ensure that your design and content is consistent with the goals of the website.


Audience & Archetypes

Throughout the development of Planet 4, we generated a variety of user types to guide design decisions. We recommend thinking about the Stewards and Connected Evangelists when creating outward facing content and Webbies when thinking about internal workflows and documentation.

When creating or updating content on a Planet 4 website, keep in mind who you are writing for and try to convince those audiences to take action.

Guiding Questions

These questions should help you to deepen the engagement with the current audience and extend our reach to new ones. Consider asking yourself these questions when you are creating new features and content.


The P4 Concept (video) 

We’re building an engagement platform, not a website. Learn what that means in the video below or check the slides

The P4 Design (video)

We put together a creative concept entitled “Shedding Light”, presented in the video below.

This concept brought diagonal elements into play that led the user through the content, just like rays of light passing through trees, water and clouds. It also juxtaposed images of people and the environment ensuring that we see that people are part of the solution.

Links & resources