Sierra Club, the premier environmental advocacy group, came to Graj + Gustavsen to create a comprehensive program for building a licensing business. G+G saw that Sierra Club had the opportunity to be positioned as an aspirational brand with a real and lasting commitment to the environment. Even the smallest detail of G+G's work for Sierra Club reflects the organization's point-of-view, from advocacy postcard hangtags, to the direct stamped identity, to the recycled materials used in the trade show booth. G+G created solutions in all of the work to deliver to the mission "to explore, enjoy and protect the wild places of the earth..." G+G's work for Sierra Club included developing a lifestyle concept, identifying product category opportunities, establishing a brand identity system, developing direct marketing campaigns and designing a trade show booth.