| Efecto Verde / Good story, this. We met the founder of Efecto Verde in an Italian restaurant on a rainy night on Isla Mujeres, Mexico. After talking American politics for a bit (it was pre-Obama), we pushed our tables together and he started telling us more about his business. Begun initially as a not-for-profit initiative to improve the air quality of Mexico City, it had begun to grow faster than he’d anticipated—into basically a full scale eco-retail venture with worldwide reach. But they were stuck with a homegrown identity, a website that wouldn’t scale, and no clear concept of how to take their message to the masses. That’s where we came in. |
