The new name we crafted for the artist formerly known as MT Sustainability communicates a key message of charting a new and better course for their clients—plus keep them on the right track. In our initial round of names they identified they loved the word “veer,” so we wanted to heighten it in order to add distinction and take it a bit further, creatively speaking. Veer means to change direction suddenly, so with Veerless, it’s evident that they’re helping companies make smaller, smarter changes and then staying the course. Another way to think of it is that when someone veers, it’s usually chaotic and lacking in strategy, but their services do it the right way. We liked that Veerless brings to mind ‘fearless’ and ‘peerless’ both of which have positive, appropriate connotations. We also loved all of the direction-themed branding potential like playing with the word “right,” for example. (As in, the direction (right vs left) and also as in something that is correct, just, and accurate). Don’t look at us like that, strategic overthinking is not just our job, it’s our passion!

We took this shiny, new name and expounded on it in the form of a solution-driven tagline and other branded assets to help build out their initial launch. Our focus was making strong, punchy associations between their brand name and their capabilities, methods, and results, so we wove in concepts related to the future, north star, straightforwardness, and change.

In order to establish a consistent visual brand, ahem, direction, for Veerless we developed a custom logo, as well as initial, corresponding elements (typography direction, color palette, typographic lockups, etc,) to solidify their refreshed and newly-distinct brand identity. Badaboom, badabing!