Viridis provides advice and strategies to help businesses create healthy and sustainable places, as well as lab testing to investigate and verify results. The team are very passionate about positively impacting the world through environmental and sustainable changes; however, a core philosophy that reflects this purpose was missing from the brand. DAIS were engaged to craft a new brand that reflects their full offering as sustainability consultants and gives clarity to the internal team and external market.
After conducting in-depth stakeholder interviews with team members and clients, DAIS identified a significant gap between how clients perceived Viridis and how the team viewed itself. Clients trusted Viridis as experts but were unclear about the full range of services offered. Conversely, Viridis had not effectively positioned itself as a trusted expert providing high-value services.
To address this, DAIS developed a brand architecture that clearly distinguishes the Viridis parent brand as offering comprehensive services and positioned them as an industry advisor with laboratory capability through their solution sub-brand, Viridis Lab. With distinct business models, structures, and value propositions, the market can now easily understand the differentiation between these two brands and tangibly understand the multidisciplinary expertise the organisation can provide.
Transforming Viridis into a purpose-led brand required articulating a philosophy that captures their emotional connection and passion, as well as what makes them different. ‘The only greater purpose is purposefully greener’ speaks to their purpose beyond commercial objectives and their commitment to helping the world achieve greener outcomes. The brand promise, sustain beyond, further explains how their solutions add value for today, tomorrow and beyond our lifetimes. DAIS also designed a strategic framework which identifies how Viridis works with clients from surface level laboratory testing to in-depth solutions to create fundamental change towards a greener future.
The strategy pulled together several complex elements into a distilled brand with a recognisable visual style. The brand’s visual identity was inspired by the building blocks of life, from cells to structures and communities, and how from a detailed scientific understanding we can create significant change. DAIS supported the brand transition by advising the internal team on how best to bring this new brand to life. This included designing brand-led infographics and a new website.
