The 2005 World Environment Day marked the first time that the United Nations initiative was hosted in the United States. The San Francisco-based organizers saw this as an opportunity to host a week full of public events and as a way to put cities and the mayors who lead them at the forefront of environmental leadership. The event signaled the mainstreaming of eco-awareness with Al Gore's presentation of the now-legendary "An Inconvenient Truth".
The ambitious scale of the endeavor required a distinct and rich brand identity system that could span street banners, billboards, website, posters, programs, signage, delegate badges, as well as the Urban Environmental Accords. Creating a contemporary positive appeal, the campaign communicated how people could join in the "greening" of cities and the UNEP mission of sustaining life for future generations.