Everything was up for grabs. Pledge had the core idea, the technology and the funding. In fact, everything, but an identity and the means to tell their story. They needed a partner to help them get their message out to the world.

Starting with in-depth verbal brand workshops, we helped them define positioning, messaging and tone of voice. We also ran visual brand workshops to determine how their voice should be expressed graphically.

Strikingly simple, Pledge’s branding uses diagonal lines as graphic shorthand for carbon reduction and the process of cleaning up the planet. A one-page website uses infographics and strong brand visuals to convey a contemporary brand at the crossroads of humanity and science.