It was conceived by the Publications Co-ordinator on the Green Party of England and Wales#Executive 25-year-old Matt Wootton in late Summer 2003.
The Real Progress phrase was based on a theme initiated by External Communications Co-ordinator 2000–2004 Dr Spencer Fitz-Gibbon.
The rebrand was first launched to the media at the Spring Conference 2004 and made was covered by the BBC [1] and The Times.
The Times article[1] demonstrates the importance of the rebrand to the Green Party at that time, with the party apparently eschewing "beards, sandals and nut cutlets" for "sharp suits, a new colour scheme, a corporate logo and an “upbeat” range of “commonsense” policies."
[citation needed] A series of Guardian articles are below, demonstrating the impact of the rebranding.