Developing a high-level corporate sustainability brand within a B2B sub-brand architecture

Role: In-House Brand Designer
Parent Brand: In This Together (B2C)
Scope: Brand Identity System, Visual Language, Marketing Assets
Audience: Corporate leadership, board members, sustainability executives

The problem

  • In This Together operated as a B2C sustainability brand but required a distinct B2B sub-brand to serve corporate clients
  • Solution Citizen needed to position itself as a strategic partner for corporations navigating sustainability initiatives and environmental regulations
  • The new brand had to signal executive-level authority and credibility to CEOs and board members
  • The visual identity needed clear separation from the B2C brand while maintaining architectural cohesion

Solution

Brand Identity System

  • Developed logo and visual framework distinct from B2C parent brand
  • Established dark blue, high-contrast color palette
  • Implemented serif typography to signal authority and professionalism

 

Marketing & Communications

  • Designed assets supporting monthly executive leadership conferences
  • Created presentation-ready materials aligned with corporate expectations
  • Developed marketing collateral reinforcing strategic sustainability positioning

Objective

  • Develop a high-end, corporate-forward visual identity
  • Establish credibility with executive audiences and enterprise clients
  • Position Solution Citizen as a leader in sustainability strategy and regulatory guidance
  • Support marketing and leadership conference communications

Constraints

Brand Architecture: Operated as a sub-brand under In This Together. Needed visual distinction without disconnecting from parent organization. 

Executive Audience: Targeted CEOs, board members, and corporate decision-makers. Required elevated, Wall Street–level visual tone. 

Sustainability Positioning: Needed to communicate environmental leadership without appearing activist or informal.

Strategy

  • Differentiated the B2B sub-brand through darker, more restrained color systems
  • Incorporated serif typography to elevate tone and signal authority
  • Shifted visual language from community-oriented to executive-focused
  • Designed materials that felt conference-ready and presentation-driven
  • The goal was to create a brand that felt credible in boardrooms while remaining aligned with sustainability values.

before

after

Solution

Brand Identity System

  • Developed logo and visual framework distinct from B2C parent brand
  • Established dark blue, high-contrast color palette
  • Implemented serif typography to signal authority and professionalism

Marketing & Communications

  • Designed assets supporting monthly executive leadership conferences
  • Created presentation-ready materials aligned with corporate expectations
  • Developed marketing collateral reinforcing strategic sustainability positioning

We drew inspiration from Wall Street aesthetics, incorporating a palette of Wall Street blue and classic serif fonts

Impact

  • Successfully positioned Solution Citizen as a high-level corporate sustainability consultancy
  • Supported recurring executive leadership conferences attended by CEOs and board members
  • Elevated perception of the organization within corporate sustainability spaces
  • Strengthened brand architecture between B2C and B2B offerings