Brand from zero
A complete identity built from first principles for a mission that had to read as credible, not performative.
- Logo & mark
- Positioning & voice
- Guidelines
SustainableIT 2019 – 2024
A blank page became the name they rally around.
SustainableIT launched with a serious mission and no brand. I built the identity from first principles, then gave the movement its signature moment: the IMPACT Awards, celebrated at a gala and paired with the Symposium across the US and EU.
The challenge
Starting with nothing
A mission-driven org that had to read as credible from day one.
C.01
No brand
No logo, no voice, no system, just a mission.
C.02
Credibility risk
It had to feel like a real movement, not greenwashing.
C.03
Executive audience
It needed authority with C-level leaders.
C.04
Two regions
The US and EU had to feel like one brand.
C.05
Lean team
Consistency without a big crew to maintain it.
Strategy
The order I worked in
Position first, design second, and give the movement a moment.
S.01
Position first
Technology meets sustainability, framed to feel credible.
S.02
Design the identity
Interlocking rings, considered color, and a clear type system.
S.03
Create a moment
The IMPACT Awards & Gala and the Symposium, to rally the movement around a shared stage.
S.04
Build for scale
A modular system with a central asset library.
S.05
Enable self-serve
Templates and Canva kits for a lean, two-region team.
The work
What I built
I built the organization from a blank page: the brand, and the IMPACT Awards program it became known for.
The IMPACT Awards
An ESG awards brand, a trophy designed from scratch, and the gala and symposium that gave the movement a stage across two regions.
- Awards brand & trophy
- Gala & Symposium
- US + EU rollout
Leadership & impact
The people, and what changed
Founding brand leadership across two regions.
Leadership
- Brought in at founding to lead brand and creative
- Set brand direction across the US and EU
- Guided vendors and event partners on the system
Operational innovation
- Built a central asset library
- Automated 60% of repeat tasks with Canva templates and Adobe libraries
- Introduced version control across regions
- Set up Canva self-serve kits
Business impact
BeforeAfter
BrandNoneComplete identity
RecognitionNew orgKnown for IMPACT
Turnaround5 days1 day
Reach·US + EU
Team·Self-serve, lean
The signature moment
Giving the movement a moment, not just a logo, is what made the brand stick.IMPACT Awards · US + EU
Reflection
What I would do differently
Starting from zero is a gift. Every decision compounds. Giving the movement a moment, not just a logo, is what made the brand stick.
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