# goodcarbon Capital

_Brand Identity, Brand Guidelines, Web Design · Published 2024-04-03 · Source: https://fellow.partners/case-study/goodcarbon-capital_

**Connecting conscious business to real environmental change**

goodcarbon Capital (GCC) is a global financing solution for climate impact. They are part of a unique business ecosystem together with the goodcarbon marketplace platform, Oceans 2050, and the Institute for Abundant Oceans.

Watch: https://vimeo.com/718256739

goodcarbon Capital’s role in the portfolio is enabling high-impact Natural Climate Solutions (NCS) to scale, by providing access to sustainably-minded investors. The first key challenge was that GCC wanted to be a human brand that breathes life into the financial sector. Secondly, from a regulatory perspective, they needed to show their distinction from the goodcarbon platform identity.

The sustainability space is full of greenwashing and businesses taking advantage of consumer concerns on climate change. The goodcarbon Capital brand needed to signify the environmental industry they are in, avoid cliché tropes, and show the real impact they make.

![Good Carbon visual identity business cards](https://fellow.partners/wp-content/uploads/2024/04/03_GCC_Business_Cards-1024x576.jpg)

![Good Carbon visual identity letter and envelope](https://fellow.partners/wp-content/uploads/2024/04/04_GCC_Stationery-1024x576.jpg)

Watch: https://vimeo.com/718257403

GCC wanted their brand to have a positive outlook–with more of a ‘doer’ attitude than a ‘thinker’ mentality. A balance also needed to be struck to achieve the right tone between being a financial vehicle and a conscious entity. The brand aimed to be premium, human, and have a digital aspect to show their tech foundation. Our research centred on finding graphic elements to support these objectives, as well as evaluating GCC’s key competitors and other sustainable brands. 

Watch: https://vimeo.com/718340449

GCC aims to bring conscious businesses together with real change. To symbolise this, Fellow developed a central concept of ‘Connected Components’. We looked at visual cues from the digital space and used ‘button-style’ graphics to highlight importance. Fellow elected to use gradients to show the parallel between nature’s movements and the web of transactions that take place at any given time. This approach gives GCC a fresh and unique perspective within the finance space.

![Good Carbon visual identity on signage in street](https://fellow.partners/wp-content/uploads/2024/04/07_GCC_OOH-1024x576.jpg)

Fellow used colour and photography to signpost sustainability. Photography is scaled to show either macro areas of landscapes and human action, coupled with micro details of natural textures. Showing people is a key photographic consideration, as the brand not only supports the environment but the communities that rely on these resources. As a starting point, we used natural colours and then tweaked them to add vibrancy and vitality to the palette. This allowed the brand to feel comfortable within the tech space. The palette is skewed towards blue tones to match the brand USP of focusing on Blue Carbon initiatives. Fellow also developed a bespoke iconography set for use across branded collateral.

![Good Carbon visual identity on small booklet](https://fellow.partners/wp-content/uploads/2024/04/08_GCC_Trifold-1024x576.jpg)

![Good Carbon visual identity outside of document](https://fellow.partners/wp-content/uploads/2024/04/09_GCC_Brochure_Cover-1024x576.jpg)

![Good Carbon visual identity on booklet](https://fellow.partners/wp-content/uploads/2024/04/10_GCC_Brochure_Spreads-1024x576.jpg)

We have become trusted brand partners for GCC. With the brand finalised, we then rolled out key marketing and communication collateral including presentation templates, social templates, and brand guidelines. Fellow has also supported the brand with messaging and writing guidance, to ensure that the brand is human and relatable across visual and verbal communication. We are currently working on the website set to launch in 2022.

![Good Carbon visual identity on tote bag](https://fellow.partners/wp-content/uploads/2024/04/11_GCC_Tote-1024x576.jpg)

![Good Carbon visual identity logo](https://fellow.partners/wp-content/uploads/2024/04/12_GCC_Icons-1024x576.jpg)

Watch: https://vimeo.com/718257906

![Good Carbon visual identity website design](https://fellow.partners/wp-content/uploads/2024/04/14_GCC_Website-1024x576.jpg)

![Good Carbon visual identity more tempaltes](https://fellow.partners/wp-content/uploads/2024/04/15_GCC_PPT_Templates-1024x576.jpg)

Watch: https://vimeo.com/718258321

![Good Carbon visual identity templates](https://fellow.partners/wp-content/uploads/2024/04/15_GCC_PPT_Templates-1-1024x576.jpg)