Utopy
Utopy is a non-profit social enterprise focused on supporting social progress at a sector and system-level. Their aim is to enhance the important work of the thousands of nonprofit organisations in the UK by creating products and services that will change things for the better in the long-term.
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To help untangle progress from old ways of thinking, inflexible systems and risk-averse behaviours that limit innovation, Utopy focus on two of charities’ most urgent needs: a greater diversity of talented, skilled people and more enterprising approaches to income generation.
We worked with Utopy from the very start of its inception. From strategic positioning and naming of the company – right the way through to the launch of their first service.
Our work
BRAND SYSTEM
Logo(s)
Brand Guidelines: Logo usage, Logo device, Colour, Typography, Illustration.
Brand asset library
Service logo(s) x4
Printed launch communications
Animation storyboards
Digital advertising
FURTHER DESIGN SERVICES
Brand strategy & Art direction
Web Design: Original website (no longer live)
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Brand strategy & Messaging: Utopy & Rose Radtke
Our solution
A mature brand:
The two-part logo is flexible, and works hard; its ‘bolt’ and ‘U’ fit perfectly together, but are always kept separate to reflect progression.
Utopy can create clever messaging using the ‘logo device’ to communicate all things core to Utopy.
They then have a paired-logo-style for all current, and future services.
The colour palette is bold, feels dynamic, and offers enough diversity for the services themselves to own.
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Naomi is a delight to work with: thoughtful, creative and collaborative. She manages to balance a brilliant openness to feedback with confidence in her approach, an ability to share her thinking clearly and a willingness to find a ‘third way’ if needed.
Emma Whelan, Co-Founder at Utopy
Base palette
Service palette
Why we wanted to work with utopy
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As well as the obvious reason of Utopy supporting so many people that want to progress society – we were really excited by the strategic depth of this branding challenge.
In the early days, Utopy was built upon 4 strategic pillars (Progressive people, Equipped enterprises, Factful conversations, and More money). They would then offer services that sat within each of these – like Charity funding within ‘More money’ or Educational courses within ‘Progressive people’ for example.
Each service needed to stand alone as its own brand (as many may require their own website and marketing) – whist it being obvious that Utopy is at the heart of it all.
A lot for us to sink our teeth into, and we loved every minute of it!
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Although the underlying structure of Utopy has since shifted, the brand system remains stable – and we hope it can support many more fantastic services into the future.
Branded by Naomi and Rose
Interested in Utopy?
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There are many services by Utopy that may be of interest to you – our favourite being Charity Fast-Track for those who want a quick way into the charity sector.
