Pathzero identity refresh
VISUAL IDENTITY REDESIGN
Pathzero originally started as a solution that helped public and private companies calculate their green house gas emissions and then take steps to offset those emissions and go carbon neutral.
When I joined Pathzero, the strategy shifted from a B2B model of measuring and offsetting towards carbon neutrality to instead targeting institutional investors and the hundreds of companies in their investment portfolios to measure, reduce and ultimately, achieve net zero emissions.
I realised that targeting those investors leading hundreds of millions of dollars in investments would look and feel very different than the open market brand the company had started with. Over 6 months, I worked with another designer, marketing and leadership to transition the brand to a refreshed visual identity that could compete in a different target market.
Pathzero Identity: Before
User
B2B, public and private companies, small (1-2 employees) -- medium large (100 employees)
User goals
Understand how much the company is emitting, potentially offset those emissions, some might look to become carbon neutral certified
Tone
Friendly, open, confident
Supporting imagery
Limited green-based palette, open sans-serif font, icon-based imagery
Goals to solve for
Increase the sophistication of the brand to match new target market of investors
Shift tone from "friendly" to professional to increase the brand trust in our platform's calculations and recommendations
How might we better evoke the new brand promise of decarbonisation journeys in our imagery?
Pathzero Identity: After
User
B2C, institutional investors and their investment portfolio companies
User goals
Investors can view individual company and total portfolio emissions and form strategies to get to a future of net zero emissions
Tone
Professional, confident, sophisticated, trusted
Supporting imagery
Extended palette with 6-7 hue steps, grotesk sans-serif font, topography patterns and basic shapes brand imagery
Key changes
Researched and advocated for new brand typefaces: IBM Plex Sans paired with Fraktion, both grotesk fonts that shifted the tone from friendly and open to strong and sophisticated
Collaborated with another designer to source and compile color palettes, selecting a set that I then developed into a larger range for use in marketing as well a product design system
Compiled moodboards with another designer to help work with an external agency and art direct topography elements for use in the website. I took those assets and refined + expanded them for use in other marketing materials as well as key product areas to evoke abstract gaseous "emissions" moving towards "zero".
Designed and produced a set of branded spot icons to shift the generic icon-based imagery to strong, solid shapes that could easily be repurposed and scaled
