Helping a humble company with heart tell their green story

New Pig has a purpose – they create "the world's best stuff for leaks, drips and spills." and they're much loved by they're customers. They also have a long history of environmental initiatives. They just don't want to talk about it. I worked with a team at Slack and Co. to define the right positioning and create the brand campaign that would tell the New Pig environmental story in a manner that's right for them.