Overview
We were approached by environmental start-up Abatable to help develop a brand and guidelines on the first step of their growth journey. Abatable helps companies navigate the complexity of the voluntary carbon markets and build a credible and rigorous path to net zero through sourcing carbon projects from established registries, such as Verra's Verified Carbon Standards.
Our brief was to create a brand representing the company and its mission appropriately and clearly. The visual identity would need to be simple and impactful. Abatable is mission-driven and credible, so portraying a sense of trust was essential.
“Our experience with Andrew and the team has been nothing less than perfect. We hired them to design our brand from scratch and from the moment we set foot in their offices for a brand workshop, we've been incredibly impressed. They've taken the time to really understand our mission, our values, even suggesting more values that they picked up while we explained our mission to them”
Our design thinking
We began with a branding workshop at Shoreditch Design Studio, deep diving into the company's purpose, mission, and customer profile. Next, we began to craft how to translate this through design. The client wanted an icon/symbol rather than typography to lead the logo; therefore, our approach was iconography-led. The scientific carbon symbol is hexagonal-shaped, so we started with this as the logo's foundation. Another idea was to incorporate the letter 'Z' for Net Zero.
Finished product
We settled on a triple ribbon style Z in the shape of a hexagon, paired with a simple san serif typeface. Colour is always essential to establish an impactful brand, so we created a colour system to aid visual communication because the company produces many graphs and tables. We are delighted to report that following this piece of work, Abatable has successfully acquired funding for the next stage! Our relationship continues as we work to develop their product design on their B2B portfolio marketplace, documents and pitch decks for customers and clients. We can't wait to reveal their social media and marketing campaigns to put the company's mission front and centre in the global carbon marketplace.
