As a globally operating express airfreight company, FedEx is seeking to make its own contribution to sustain- ability. The website boasts an appealingly designed overview of all services and projects, with some topics being presented in the form of mini-games. The task of reducing paper consumption, for example, is illustrated with sheets of paper falling from the sky. Click on them before they reach the ground and they turn into trees. Jeff Benjamin: “Sometimes, all it takes is making your brand transparent.”