Green Futures is Forum for the Future's magazine, devoted to environmental solutions and sustainability issues.

Originally, Ethical Media was asked to design a simple online version of the magazine.

But we started to question why the online version wasn't more prominent -- after all, it offered a completely sustainable solution, using little energy and no paper.

This led to a completely new subscription model based on e-commerce. Simply put, readers could pay for either the print or online version of the magazine. The online version is priced lower than the print version, encouraging users to choose the more environmentally-sustainable solution.

It also offers extra functionality, including search facilities. And to reflect the magazine's connection with nature, the site's colours change with the seasons of the year.