Elevating independent news and analysis in the world of impact investing.


Type
Client
Founder
Karam Hinduja

Stage
Self-funded

BACKGROUND

Impact investing has seen an upsurge of interest. Already valued at over USD 715 billion, the market is projected for exponential growth into the future.

Enter Karma: a publishing platform that provides news, editorial perspectives, market reports, and more – all centered on the world of impact investing.

THE CHALLENGE

Having successfully gained early investment, Karma was in need of a unique and engaging brand identity that would entice investors and excite readers and conscious consumers alike.

THE OPPORTUNITY

Provide a holistic brand overhaul to elevate Karma above the competitive pack, and set the company up with a visual direction, knowledge, and design assets the internal team could continually draw from.

The symbolic concept of ‘you get back what you put in’ anchors Karma’s design system.

An early challenge was to play into the nuances of the word karma while avoiding stereotypes that could easily dilute the name’s impact. Walking this line, we developed a centerpiece to the brand system—an ever-changing circle that stretches, contracts, and regains form.

VALIDATING THE BRAND

To further bring Karma’s identity to life, we created an ecosystem of potential branded moments, from trend report covers to large-scale posters to weekly podcast tiles.

AN EDITORIAL SUITE OF TYPEFACES

We knew the brand identity would also be crucial in helping Karma, a young company, establish trust and credibility without coming off as boring or overbearing. To this end, we created a bold, modern, and legible combo of typefaces that express both seriousness and optimism.

HOUSE STYLE DIRECTION

We created a textured and expressive collage style that utilized illustrations from the public domain, empowering Karma’s internal team to create unique assets quickly to meet their high-volume publishing demands.

What we did in this project:

Brand

STRATEGY

  • Immersion & Research
  • Naming
  • Values, Purpose, Proposition 
& Personality


NARRATIVE

  • Language & Tone of Voice
  • Messaging
  • Content strategy
  • Copywriting

IDENTITY

  • Visual identity
  • Art direction
  • Brand Animation


ROLLOUT

  • Collateral mockups
  • Website design
  • Light brand guidelines

Digital Product

STRATEGY

  • Immersion & Research
  • Naming
  • Values, Purpose, Proposition 
& Personality


NARRATIVE

  • Language & Tone of Voice
  • Messaging
  • Content strategy
  • Copywriting

STRATEGY

  • Immersion & Research
  • Naming
  • Values, Purpose, Proposition 
& Personality


NARRATIVE

  • Language & Tone of Voice
  • Messaging
  • Content strategy
  • Copywriting

Venture Strategy

STRATEGY

  • Immersion & Research
  • Naming
  • Values, Purpose, Proposition 
& Personality


NARRATIVE

  • Language & Tone of Voice
  • Messaging
  • Content strategy
  • Copywriting

STRATEGY

  • Immersion & Research
  • Naming
  • Values, Purpose, Proposition 
& Personality


NARRATIVE

  • Language & Tone of Voice
  • Messaging
  • Content strategy
  • Copywriting

Ready to discuss your venture?

Whether you’re an entrepreneur looking to prove product-market fit or an early-stage company with a clearly-defined concept, we can bring your vision to life. Get in touch.