How to get fire-in-the-belly idealism across for a consulting firm in the ESG space wanting to do business while doing good? With a clear, branded voice certain that “good” is not a vacuous word, that it can be the North Star business aims for in creating social, environmental—and financial—value.

We cemented Ethos Matters’ branding at the intersection between a corporation's obvious mandate to generate profit and its global citizenship responsibility to do good for the human race and the planet we share. Not just as a feel-good exercise, but because today's customers and investors expect it.

We chose colors to fan the flames of the passion Ethos Matters harnesses. Committed to the words of C. Churchill: “If it doesn’t set your soul on fire, it’s not worth the burn.”

Do business. Do good. For Ethos Matters these two seemingly contradictory missions are joined at the hip and morph into Do Good Business, the positive impact they help their clients achieve.