• Brand Strategy

• Brand ID

• Logo Design

• Digital Design

• Print Design

Meaningful Business is a global community of leaders combining profit and purpose to help achieve the UN Sustainable Development Goals. As a curated network and content platform designed for progressive leaders, Meaningful Business gathers entrepreneurs, CEOs, impact investors, sustainability leaders, humanitarian leaders and academics from around the world, and brings them together across geography, industry, role and company size to find ways to meet the seventeen goals adopted by all the UN Member states.

A shift towards clarity and refinement informed the updated brand identity, with a visual language inspired by communication and a renewed user journey for the website, establishing a user experience focused on helping users quickly navigate the brand’s extensive archive of written and video content.

Constructing the new logomark, simple geometric shapes were taken from established ‘user profile’ iconography. Joining these shapes together at a single point, we captured a moment of connection between two individuals, and created the letterform of an ‘M’. Repeating and reflecting this design, we introduced a secondary core value - the importance of different perspectives - and completed the robust monogram.

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In conjunction with a wordmark defined by clarity, we established a system of compositions to allow complete flexibility across all manner of digital and print assets. The new logo is designed to offer high clarity at every scale, shrinking and stacking to suit the space.

To celebrate the leaders that Meaningful Business spotlight on an annual basis, a secondary logo was designed, refining the brand’s existing wheel of colours - each symbolising one of the seventeen goals - to expand the new catalogue of logos further with the introduction of the MB100 variation. 

In the process of condensing their extensive archive of written and video content into an online hub, Meaningful Business were looking to clarify their user journey and find new ways to guide visitors through their site.

Establishing a coded system of vibrant colours, we provided a way for Meaningful Business to create links between subjects, speakers and goals, implementing smart search functionality and a system of colourful tags to be used throughout the digital space.

Given the large quantity of images Meaningful Business work with, consistency is essential - and an easy-to-use set of guidelines was created to help the team edit and upload their own high-contrast, grayscale imagery.