B Lab | GLOBAL
Collaborating on a global identity for B Corp Month
March 2022 was B Corp month and more certified B Corps than ever took part. Working with Nice & Serious, innocent’s creative team, and B Lab Global, we created a campaign to build awareness of what it means to be and buy from a B Corp certified business. The design challenge was to create an identity that offers universal solutions, and provides businesses with flexibility to use the assets depending on their needs and design capabilities.
Accessibility and versatility were key focus areas for the Behind The B campaign’s identity; together all three agencies created adaptable assets for thousands of B Corps to activate the campaign across social media, experiential, OOH and shopper. While the design was still flexible enough to sit against each business’s existing branding, we chose to go bold with a vibrant, eye-catching palette that would get the attention this campaign deserved.
We turned the recognisable B logo into a window that allows viewers to look “behind the B” into the work behind becoming a B-Corp company – echoing the name of the name of the campaign. We also developed a B-based pattern system to add vibrancy.
Normally just one agency creates the identity for the B Corp month campaign, but having three creative teams working on it enabled a wider range of ideas. As Tom, co-founder of Nice and Serious, rightly says, this way of working embodied the “collaborative spirit” of the B Corp movement. Thousands of B Corps simultaneously activated the campaign globally on the 1st March, including retail activations in Waitrose, Holland & Barrett and WH Smith and other retail activations in France, Brazil and the USA, contributing to hugely successful month of awareness-raising for the good that B Corp companies are doing.