2025
Year
2025
Client
Super Green
Category
Brand
Project Duration
3 months
Brand Strategy
Creative Direction
Brand Development
Brand Activation
Since its founding in 2016, Super Green had steadily built an impressive book of work serving the who's who of health tech. But behind the polished client deliverables was a different story: a makeshift brand held together with duct tape and good intentions.
Like many early-stage agencies, Super Green's identity had gone through countless iterations. Every new deliverable brought exploratory color palette shifts and new font decisions, burning precious team resources.
The team had the fundamentals covered: established track record, deep industry relationships, subject matter expertise, and undeniable talent. But their brand couldn't carry that forward. The Super Green team couldn't quite articulate what they were. "Agency" didn't feel right. "Go-to-market studio" sounded like insider speak. Different team members described the company differently, making it nearly impossible to show up consistently in the market.
We spent significant time distilling Super Green's brand archetype. The team embodied a combination of the creator and the engineer, balancing art and science. We landed on "Game Designer"—strategic, inventive, detail-obsessed, but never taking themselves too seriously.
We explored two visual directions and ultimately chose portals as the metaphor. It connected directly to the customer experience: Super Green guides clients through a transformative journey from point A to B and beyond.
The mark aggregates geometric shapes, nodding to Super Green's data-driven approach. At its center, a square is revealed through strategic color application. This is the portal, the transformative threshold clients cross. The tension between circles and squares adds meaning: circles represent fluidity and creativity; squares represent structure and precision.
We developed patterns that play off momentum and data visualization. Typography reinforces the art-meets-science duality: Space Grotesk, a technical monospace font, represents precision, while the secondary typeface brings rounded shapes and flair.
Brand activation included comprehensive guidelines, pattern systems, and a working slide deck template. Since the majority of Super Green's client-facing work happens in presentations, the deck template immediately eliminated the starting-from-scratch problem that had plagued the team.
The new brand gave Super Green clarity. Internally, the team finally had language and visuals that accurately represented who they are. Externally, they could show up consistently. The singular identity we distilled from multiple perspectives now carries forward the reputation they'd worked so hard to build.
