Driving a portfolio of companies with brand
Creative Direction
Brand Strategy
Parent company brands traditionally take a back seat, and with good reason. But could a brand at the corporate level build equity of its own and aspire to add to the value of its individual brands?
Orbia was renamed and repositioned to hold itself and its portfolio of companies accountable to its purpose. By providing employees and investors with measurable indicators, it was a brand built to lead by example.
Introducing The ImpactMark™, a dynamic data-driven identity that measures Orbia’s annual progress in positively affecting the world. By being publicly visible, this new type of identity has worked to reshape their culture, driving a global organization to intentionally improve their performance against stated goals–efforts that have seen Orbia recognized in Fast Co, Forbes, and the Business of Purpose Report 2020.
Inspired by icons of wellness of ancient cultures that had never overlapped but still articulated health in similar ways.
A living snapshot of the health of a company
The ImpactMark™ shows Orbia’s progress against publicly set metrics to improve the lives of people, profit, and the planet. It required coordination across Orbia’s global portfolio. Working with the HR, data, finance, and sustainability teams, the company created new methods to measure, track, and independently verify their progress against metrics influenced by the UN Sustainability Goals.
Custom software was then created to automatically generate the ImpactMark™ annually, removing the opportunity for error or bias.
This will drive the message and values down throughout the organization
—VP at Blackrock
The mark became the beating heart of the brand
A visual system made the ImpactMark™ the foundation for the entire brand. A connected identity across pattern, typography, iconography, and illustration, all working together to deliver on the purpose.
The brand is fluid with minimal constraints, allowing future teams to evolve it as the world's metrics and needs change.
