Overview

In mid 2021, we were approached by environmental start-up Abatable to help them develop a brand and guidelines on the first step of their growth journey. Abatable helps companies navigate the complexity of the voluntary carbon markets and build a credible and rigorous path to net zero through sourcing carbon projects from established registries, such as Verra’s Verified Carbon Standards.

Our brief was to create a brand that would represent the company and its mission appropriately and clearly. The visual identity would need to be simple and impactful. Abatable is mission-driven and credible, so it was important to portray a sense of trust.

“Our experience with Shoreditch has been nothing less than perfect. We hired them to design our brand from scratch and from the moment we set foot in their offices for a brand workshop, we've been incredibly impressed. They've taken the time to really understand our mission, our values, even suggesting more values that they picked up while we explained our mission to them."

Valerio Magliugo • CEO & Founder

Our design thinking

We began with a branding workshop at SDS HQ, deep diving into the company’s purpose, mission, customer profile and by asking specific design questions in order for us to start thinking first about the logo. The client wanted an icon/symbol rather than typography to lead the logo, therefore our approach was iconography-led. The scientific carbon symbol is hexagonal-shaped so we wanted to use this as a base, whilst another idea was to somehow incorporate the letter ‘Z’ for Net Zero.

What we did and how we made a difference

We settled on a triple ribbon style Z in the shape of a hexagon. This was paired with a simple san serif typeface. Colour is extremely important when creating a brand, and to avoid being too stereotypically green we created a large palette that could also be used across their graph and table system.

The results

We are delighted to report that following this piece of work, Abatable has successfully achieved next stage funding, and we are currently working with them developing their product design on their B2B portfolio marketplace, documents and pitchdecks for customers and clients, as well as social media and marketing campaigns to put the company mission front and centre in the global carbon marketplace.