Fellow Studio

goodcarbon Capital

Connecting conscious business to real environmental change
Brand Identity

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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tech brand

GCC aims to bring conscious businesses together with real change. To symbolise this Fellow developed a central concept of ‘Connected Components’.

 Read full case study+

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.

 Read full case study+
Fellow

goodcarbon Capital

Connecting conscious business to real environmental change

Brand Identity
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. goodcarbon Capital’s role in the portfolio is enabling high-impact Natural Climate Solutions (NCS) to scale, by providing access to sustainably-minded investors. The first key challenge was that GCC wanted to be a human brand that breathes life into the financial sector. Secondly, from a regulatory perspective, they needed to show their distinction from the goodcarbon platform identity. The sustainability space is full of greenwashing and businesses taking advantage of consumer concerns on climate change. The goodcarbon Capital brand needed to signify the environmental industry they are in, avoid cliché tropes, and show the real impact they make.

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

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