Rebranding and repositioning to build towards an ambitious goal in an evolving world of finance.

Branding, Copywriting, Graphic design, Marketing strategy, Web development

Background and challenge

The team at Responsibli came to us with a bold vision: to change the world for the better through investing. It was then up to us to rename, rebrand, and reposition their company to help them grow towards this goal.

By creating an incredibly powerful AI platform that collates data and generates reports on just how socially responsible individual companies are, the aim is to encourage investments into companies and industries that advance the interests of humanity.

With such an ambitious mission, the key objective for Responsibli was to create a brand worthy of the aspiration to be an industry leader, and one that felt pioneering and innovative, yet accessible and understandable.

"Working with Alex and his Team has been a pleasure - they are focused, organised, and thoughtful. They were able to listen to and understand our story and come up with a strategy which balanced our priorities with appropriate messaging for our clients."

Vladimir G – COO

Process and solution

There were a number of things we had to solve in this project. Firstly, with financiers as the actual buyers of the product, the brand had to feel sophisticated, trustworthy, and robust.

But secondly, we couldn’t be weighed down by the image of finance companies of the past. So, we had to position them as forward-thinking and also much more understandable and accessible than much of their industry.

The first step, then, was to define a value proposition and positioning to give focus to their vision, message, and voice, and lay the foundations for a cohesive brand. Building from here, we chose the name after working through 50+ options, which presents them as contemporary, while instantly communicating their values and their role in the investing world.

For the logo, we made 3 separate icons to illustrate the Environmental, Social, and Governance components of ESG, which we combined to create a symbol that conveys the values of the company in a clear, simple, and purposeful way.

We then chose a typeface that’s robust, professional, and technical, while at the same time carrying just the right amount of personality to make the brand approachable with that forward-thinking and contemporary touch.

And for our colour palette, we selected green, yellow, purple, and grey as the primary colours with the overall inspiration of merging nature and technology.

During this process, we simultaneously crafted messaging that matched the visual tone of the brand, and that was clear, direct, and unburdened by inaccessible financial language. We wanted this to be understandable by anyone, and not part of a club with its own industry terms.


By ensuring every part of this rebrand was pulling in the same direction, and inspired by the same values and mission that underpin Responsibli, what results is a cohesive, differentiated, and clear brand identity.

It communicates who this company is, what they do, and speaks to the right people in the right way. It conveys trustworthiness, confidence, approachability, modernity, and sophistication, while clearly positioning the company as a pioneer in its field with its eyes well and truly on the future.

And helping them on their path to becoming an industry leader, we also designed and built their new website, bringing to life the messaging and positioning we had planned in the earlier stages. And beyond the website, this identity is now the foundation for the UI of their platform itself, for their internal investor materials, for their reports, and a range of other communication pieces.