Invest with purpose.
- Type
- Client
- Founder
- Karam Hinduja
- Stage
- Launched
We partnered with Karma to create a distinct and differentiated brand in the $715B market of impact investing.
After an early round of investment, Karma needed a unique and engaging brand identity that would entice investors, and excite readers and conscious consumers alike. JM jumped in to lead a holistic brand overhaul and elevate Karma above a highly competitive pack.
The symbolic concept of ‘you get back what you put in’ anchors Karma’s design system. We developed a centerpiece to the brand system—an ever-changing circle that stretches, contracts, and regains form.
BRINGING THE BRAND TO LIFE
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.
- We created an ecosystem of potential branded moments, from trend report covers to large-scale posters to weekly podcast tiles.
- We created a bold, modern, and legible combo of typefaces that express both seriousness and optimism.
- 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...
Brand
Strategy
- Immersion & research
- Values, purpose, proposition & personality
Narrative
- Language & tone of voice
- Messaging
- Copywriting
Identity
- Visual identity
- Art direction
- Brand animation
Rollout
- Collateral design
- Design systems and guidelines
- Motion design