DELOITTE SUSTAINABILITY & CLIMATE
To stay ahead of developments in policy and business, Deloitte Consulting launched a dedicated sustainability entity: Deloitte Sustainability Consulting – DSC. We developed a new sub brand and campaign to gain market attention. From the start, there was alignment with stakeholders on one key principle: the gravity and urgency of environmental issues calls for clarity, not embellishment. Credibility is built through a sober, solution-oriented approach. What emerged was a brand that asserts itself in the Deloitte universe through rigorous reduction to the functional and bold simplicity.
Service
Brand development
Campaign
Industry
Consulting
ZEROGRADING TO TRUE SUSTAINABILITY
Ultimately, DSC core brand story is one of reduction. Reduction of emissions and environmental impact, for the benefit of both business and planet. Zero becomes the ultimate goal. To express this, we coined a new term: Zerograding – upgrading to zero. Visually, this is represented through the minimum viable depiction of the Deloitte circle: a thin, elegant ring.
COLOR
To ensure simplicity didn’t read as hesitation, we introduced bold flat colors that allow the brand to be loud and convey urgency. To create distinction among the many Deloitte service firms, we chose a limited pallette of hallmark hues for DSC. Vibrant enough to attract the attention that these sustainability topics deserve, but also refined enough to function on large surfaces with seriousness and clarity.
CAMPAIGN
The ring is a versatile shape: In this case we worked with the idea of a missing piece in the prospective client’s strategy towards sustainability and ultimately circularity, which harms the company in the long run. This visual metaphor supported the broader message: Sustainability not as a cost factor, but as a vital determinant of business success. The campaign deliberately broke with overused clichés of wind turbines and pretty landscapes, highlighting instead the business risk of inaction.
