Branding a platform that helps to power climate action

Acting on climate impact can be a complex and bewildering task. What people need is clarity and a simple pathway to action. Here, Pledge acts as a one-stop shop for businesses to measure, reduce, and off-set their carbon footprint.

As businesses around the world increasingly look to expand their sustainability efforts, Pledge required a new brand identity to better reflect the benefits and opportunities that corporate responsibility presents. The challenge therefore was to create a robust and flexible visual system to be used across channels for a cohesive brand experience.

The new identity includes a modernised, scalable logo, which visually represents the idea of carbon reduction. Additionally, the updated colour palette adds a sense of warmth and positivity, whilst keeping the brand’s distinctive shade of purple.

For photography, we wanted a direction that moved away from overused environmental images. Opting instead to play with the effects of distortion, the new imagery suggests the idea of finding clarity through Pledge’s platform. Meanwhile, a suite of conceptual patterns and illustrations aim to explain the big, often complex themes behind sustainability in a more simplified way.

Altogether, the new brand gives Pledge a comprehensive and flexible identity that can be utilised across multiple touch points and develop with them as they grow.