Shifting accountability in business to people and planet

The B Team

Rebrand

Our current economic model is broken. And it won’t repair itself. The B Team was created to shift the culture of accountability in business to people and planet. They tasked us with creating a visual identity that could be compelling enough to unite their stakeholders, and sharp enough to inspire them to act.

Problem

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.

Solution

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.

Impact

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.

We started working with Nice & Serious at a key turning point for our organization. With immense dedication, care and patience, Nice & Serious was able to capture and clarify how our work had evolved in a way that puts our principles front and centre. The Nice & Serious team’s creativity and adaptability was truly invaluable in shaping a brand and website that reflects the best of The B Team, and makes what we do approachable, accessible and tangible for our audiences.

Tyler Zang, Communications Manager, The B Team