How do you create an ethical identity? Each rebrands We Made That to reflect its B-Corp status

Entering B Corp Month (this March) means we’re seeing diverse approaches to communicating ethics through branding. A recent project from design agency Each for architecture practice We Made That is one of the latest; after turning 15 and becoming certified as a B Corp, We Made That brought in the agency to work on its branding. The rebrand – spanning visual identity, web presence, social media outputs and studio collateral – had to reflect the company’s ethical status as a practice creating equitable places through incisive research and impactful projects.

Tackling these elements visually, Each refreshed the design system to present We Made That in a “more mature, considered but still humanising manner”, according to Stephen Osman, creative director at Each. In doing so, Each has made it more able to effectively communicate the different types of work they do. For example: “Through the tone of voice, page design and ability to present longer forms of written content, the practice is better able to show the meaningful impact to location, community, socio-economic and environment their projects have,” Osman tells us.

The agency created a logo that can be adapted to reflect the practice’s commitment to continually evolving alongside economic, societal and planetary challenges. A warm and approachable colour palette was chosen for the work. The website achieves a WCAG AA rating for legibility, helping to make communications more inclusive. The site has also been restructured to give more prominence to studio initiatives such as Re-Set-Go, aiming to make the architecture profession more ethnically representative of the population.

“Visitors to the website are now able to see a greater breadth and depth to the projects the practice works on,” says the release. Meanwhile, Each’s use of video helps place the projects “directly within the communities they work with”, says Osman. “They are not shown as beautiful renders devoid of life, but energetic, vibrant schemes where both people and place matter.”

Holly Lewis, co-founding partner at We Made That, concludes in the release: “It’s been a real shot in the arm to develop our new identity with Each – in a good way! We’ve been able to reflect on how the practice has matured since we started up 15 years ago, and how we can best communicate our commitment to positive social and environmental impact.”