Balanced Growth Club

Identity design and webdesign

Helping an ESG consultancy gain credibility

Client: Balanced Growth Club

Project: Balanced Growth Club rebrand

Year: 2023

Branding for Balanced Growth Club, an ESG consultancy that helps companies find the right balance between business growth and measurable sustainability actions. BGC has an ambitious mission: to help organisations close the gap  between sustainability strategy and everyday work. The brief in short was "make it business, but friendly".

The B2B consultancy needed a visual identity that reflected their expertise in ESG matters as well as their belief in a better future. I created a new brand identity for them, along with a website and presentation template that would help reach new clients.

Because balance is at the center of what Balanced Growth Club does (and the name is a mouthful), I designed a logo where the letters BGC are balanced on top of each other in an upward growing stack. The stack can be varied for horizontal and square versions of the logo, allowing the balance to shift.

I used rounded letter shapes for the logomark, signifying a true balancing act, as round objects are difficult to balance. The roundness evokes Earth, the G on top of the semi-circle C looks a bit like a person and the growing stack represents profit – neatly encompassing the company's goal of keeping the planet, people and profit in balance.

The logo mark served as a jumping off point for icons and movement, using abstract round shapes to illustrate ideas such as cost efficiency, risk mitigation and differentiation.