Making complexity simple

Useful Projects is a consultancy specialising in transformative change for the built environment. Their mission is to help organisations tackle the significant challenges they are facing in order to be a responsible and sustainable business – spanning carbon neutrality, circular economy and social value creation. With this in mind, we designed a visual identity based on the pillars of Useful Projects’ work; the eight elements of the Sustainable Development Framework. These are Placemaking, Community, Resilience, Connectivity, Environment, Resources, Governance and Economy.

An identity that helps communicate

For each framework pillar we designed a set of geometric and abstract icons. We created a bright colour palette that is paired with bold typography to compliment the graphic lines and shapes. This family of assets is used throughout the Useful Projects collateral, both on their social media feeds and for diagrams in publications. Due to the complex nature of their work, we wanted their identity to feel engaging and dynamic with an accessible appeal. The innovative spirit of the company is reflected in this bright and strong identity, helping differentiate themselves from competitors as well as pioneer a unique style within the industry.