2022–2023
The brief: Green storytellingThe real problem: Explain what it actually is
Explain what sustainability actually is
You can melt steel with solar power and still have to ship it to Sweden. A sustainability page that says so.
- Client
- Polestar
- My role
- Lead UX Sustainability & Education
- Period
- 2022–2023
The sustainability page.
Details from the design, at reading size.
The footprint, published
Every car comes with a Life Cycle Assessment of its full climate impact, open for anyone to read.
The goal, framed honestly
The Polestar 0 project: a truly climate-neutral car, presented as a challenge for the whole industry.
The wider context
The Pathway Report places the brand in what the industry must do by 2030 to stay within 1.5°C.
The problem I was handed
Polestar 3 was launching. The site needed a launch experience and sustainability content that carried the brand.
The problem that was actually there
Sustainability is easy to decorate and hard to make true. You can melt steel with solar power and still have to ship it to Sweden. Cobalt and lithium need a traceable story, not a green tint. The job was to explain what the footprint actually is.
What I did
I owned the sustainability UX end to end and shared work on other launch topics. Built a CO2 calculator that showed a footprint and what sits under it. Worked the content with five product and sustainability experts, including how cobalt and lithium could be called responsible and how sourcing might be traced. Made the materials and imagery in Midjourney when the asset pipeline was not ready. Structured life-cycle stages, traced materials, circularity, battery claims, holding states, and handoff to the sustainability team.
View full size The result
The Polestar 3 scrollytelling launch page, the sustainability page, and the CO2 calculator shipped.
What this shows
If a sustainability page cannot survive “solar steel still travels,” it is branding. If it can, people leave knowing what they are buying into.