Discipline
Branding, Web Design
Company
Sustainly
Creating a professional yet innovative and bold brand
Sustainly, a SaaS startup focused on automatization of ESG reporting (Environmental, Social, and Governance factors that are used to evaluate a company), was in a need of brand identity that would be suitable for communiation to both well-established and conservative corporates, as well as young and innovative entrerpises.
Problem definition
Sustainly team strived for a professional branding with a spark of innovation. They sought an identity that would avoid typical “eco” cliches, complemented by a mascot to enhance brand distinctiveness. It needed to present Sustainly as a young, yet passionate and capable team ready to compete with industry giants.
Solution
Brand identity derived from their key product feature - charts, that became the building block for both pattern and mascot of the brand. The mascot's resemblance to the brand pattern (gradient-filled lines) allows for flexibility in the brand's tone. When necessary, the brand elements are strong enough to convey a serious image without the mascot, offering more a formal representation. This versatility empowers the young team not to feel limited by their brand’s visual identity to express them, and are able to bend the brand's visual identity to fit different occasions.
