Util is a financial technology company with a vision of a world in which all capital allocation is driven by social, environmental, and financial returns. They use machine learning that draws from the latest academic insights to quantify the company’s positive and negative impact on the 17 UN Sustainable Development Goals.
Util needed a brand identity that would balance their idealistic mission, systematic approach, and technology.
We established their vision and values based on the idea of realising balance between the three pillars: social, environmental, and financial. This key idea informs the logo mark that lends itself well to icon sets and animation. We then built the identity around a grid and a distinct colour palette, adding a consistent structure throughout the collateral.