Client — Metta
Project — Brand Identity
Naming, Brand Identity and Application for an innovation consultancy operating globally from the UK.
Metta work with governments, venture capital funds, corporate organisations and startups to deliver transformative innovation through sustainability and humanity. Buoyed by decades of experience across a variety of business scales, the young team set out to stand for more in an industry full of clichés.
The original brief was to create a brand around their previous name ‘GW Partners’, but in discussions around why they exist and how they were different it became clear that the name itself did not match their ambition of standing out in an already saturated sector.
At the core of the business was a belief that ‘Corporate Innovation’ had become a dirty phrase, but that the impact that it could have, when delivered correctly, had a grace to it. This led to ‘The Beauty of Innovation’, which then moved us to create an identity more aligned to the aesthetic of a high fashion brand than a corporate organisation.
A grid system was created based on the ten varying types of innovation, and the introduction of playful devices allowed every image composition to have a sense of freedom, whilst also remaining within the constraints of the structure. Much akin to the way that Metta approach corporate challenges.
Through the tension of the typography and left field approach to innovation imagery, we created a brand that stands out in a world of rockets, networks and blue, and gave the team a platform for making their clients feel a confidence even in times of steep change.