Veerless
This boutique sustainability firm was expanding their business in order to compete with the top banana consultancies so we deployed fresh, surprising branding to ap-peal to their target demographic.
Services
Brand Identity, Brand Name, Brand Voice Standards, New Product Launch, Tagline, Web Copy, Merch
![OA-Veerless-Illi-800×705](https://obedientagency.com/wp-content/uploads/OA-Veerless-Illi-800x705-1.png)
The Backstory
If you came across a business that specializes in high return-on-investment strategic sustainability and ESG consulting for corporations, you probably wouldn’t imagine their branding would be clever and fun, right? WRONG. We helped MT Sustainability flip that exact script so that they could differentiate their growing brand from their dull competitors and communicate their forward-thinking strategies to their target audience. Striking the creative balance between provocative and trustworthy, we conceptualized a new verbal and visual brand identity for them that is personality-driven, memorable, and distinct. Impact? Right this way.
Naming
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!
Branded Slogans
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.
Visual Identity & Logo
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!
![OA-Veerless-01-Branding](https://obedientagency.com/wp-content/uploads/OA-Veerless-01-Branding.jpg)
![OA-Veerless-04-Stationary](https://obedientagency.com/wp-content/uploads/OA-Veerless-04-Stationary.jpg)
![OA-Veerless-08-Pin](https://obedientagency.com/wp-content/uploads/OA-Veerless-08-Pin.jpg)
![OA-Veerless-11-SustainabilityReport](https://obedientagency.com/wp-content/uploads/OA-Veerless-11-SustainabilityReport.jpg)
![OA-Veerless-05-BusinessCards](https://obedientagency.com/wp-content/uploads/OA-Veerless-05-BusinessCards.jpg)
![OA-Veerless-09-WaterBottles](https://obedientagency.com/wp-content/uploads/OA-Veerless-09-WaterBottles.jpg)
![OA-Veerless-10-Website](https://obedientagency.com/wp-content/uploads/OA-Veerless-10-Website.jpg)
![OA-Veerless-08-StayTheCourse](https://obedientagency.com/wp-content/uploads/OA-Veerless-08-StayTheCourse.jpg)
![OA-Veerless-06-IceCream](https://obedientagency.com/wp-content/uploads/OA-Veerless-06-IceCream.jpg)
![OA-Veerless-03-BetterDirection-Alt](https://obedientagency.com/wp-content/uploads/OA-Veerless-03-BetterDirection-Alt.jpg)