Shifting accountability in business to people and planet

The B Team was created to shift the culture of accountability in business to include not only numbers and performance, but people and planet. It launched as an initiative co-founded by Sir Richard Branson and Jochen Zeitz. Today, B Team is made up of 26 global business leaders, including Arianna Huffington, Ajay Banga and Christiana Figueres. They tasked us with creating a visual identity that could be compelling enough to unite their business leaders, member organisations and supporters around a shared ambition – and that would be sharp enough to inspire them to act.

The strategy team developed a succinct brand idea that runs throughout the refreshed brand: 'B Team leadership has solid principles, but everything else moves.' Because good leadership is open to questions and encourages collaboration. It is inclusive in nature, and inspires participation. It is dynamic, ever-evolving and at times unpredictable; yet it maintains consistency through a solid foundation: its principles.

After creating guidelines to help build consistency across the brand, we designed and built a full suite of applications including reports, iconography and The B Team website.