goodcarbon Capital
goodcarbon Capital (GCC) is a global financing solution for climate impact. They are part of a unique business ecosystem together with the goodcarbon marketplace platform, Oceans 2050, and the Institute for Abundant Oceans.
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GCC aims to bring conscious businesses together with real change. To symbolise this Fellow developed a central concept of ‘Connected Components’.
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Fellow used colour and photography to signpost sustainability. Photography is scaled to show either macro areas of landscapes and human action, coupled with micro details of natural textures.
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goodcarbon Capital
Connecting conscious business to real environmental change
01. Research
GCC wanted their brand to have a positive outlook–with more of a ‘doer’ attitude than a ‘thinker’ mentality. A balance also needed to be struck to achieve the right tone between being a financial vehicle and a conscious entity. The brand aimed to be premium, human, and have a digital aspect to show their tech foundation. Our research centred on finding graphic elements to support these objectives, as well as evaluating GCC’s key competitors and other sustainable brands.
02. Exploration
GCC aims to bring conscious businesses together with real change. To symbolise this, Fellow developed a central concept of ‘Connected Components’. We looked at visual cues from the digital space and used ‘button-style’ graphics to highlight importance. Fellow elected to use gradients to show the parallel between nature’s movements and the web of transactions that take place at any given time. This approach gives GCC a fresh and unique perspective within the finance space.
03. Development
Fellow used colour and photography to signpost sustainability. Photography is scaled to show either macro areas of landscapes and human action, coupled with micro details of natural textures. Showing people is a key photographic consideration, as the brand not only supports the environment but the communities that rely on these resources. As a starting point, we used natural colours and then tweaked them to add vibrancy and vitality to the palette. This allowed the brand to feel comfortable within the tech space. The palette is skewed towards blue tones to match the brand USP of focusing on Blue Carbon initiatives. Fellow also developed a bespoke iconography set for use across branded collateral.
04. Implementation
We have become trusted brand partners for GCC. With the brand finalised, we then rolled out key marketing and communication collateral including presentation templates, social templates, and brand guidelines. Fellow has also supported the brand with messaging and writing guidance, to ensure that the brand is human and relatable across visual and verbal communication. We are currently working on the website set to launch in 2022.