When the project began, it was clear the founder had big ideas but nowhere to put them. We started by solidifying their positioning — defining who they are, where they sit in the market, and how they wanted to stand apart — creating a strategic framework that would later shape the identity.

From there we explored multiple directions that embodied different takes on this vision. The brand needed to break away from the clichés of corporate consultancy and climate-tech, while remaining credible to larger companies. It needed to strike a balance between aspirational but approachable, visually exciting but uncomplicated. With no full-time designer on the team, the toolkit also had to be practical enough for the founder to pick up and use immediately across pitch decks and socials.

The winning idea centred on the metaphor of travel and adventure — a shared journey of discovery and collaboration. The identity brings nostalgia and futurism into the same room: the colour palette has a base of muted tones found in nature, accented with neon highlights. The typographic system reinforces this duality: a romantic serif contrasts with a futuristic extended sans, using an offset layout to add a sense of movement. The image library of outdoor film photography, scoured from personal libraries and submissions from friends, is curated into themes that parallel teamwork with a sense of adventure: ‘The Road Ahead,’ ‘Challenges’ and ‘Growing.’

The new logo kit grows directly from the typographic system — projecting a sense of forward motion, capturing that instant when an idea starts running, as if someone had said: “Go!”