Products of Change was growing quickly, bringing together global brands, educators and policymakers to drive change across the consumer goods and licensing industry.

The ambition was clear, but the brand was not.

The existing identity was rigid and corporate, built for static outputs rather than an active, evolving platform. As content expanded, the website became harder to navigate, with key topics blending together and little structure to guide users.

Internally, there was no consistent system. Externally, the energy and positivity behind the mission were not coming through.

The challenge was to create a brand that could hold complexity without losing clarity or human connection.

The work focused on creating structure before expression.

Rather than treating this as a visual refresh, the aim was to build a system that could support how the organisation communicates, across content, campaigns and community.

This led to the Progressive Focus Framework. A visual system designed to guide how information is layered and delivered, allowing the brand to shift between high-level messaging and detailed content without losing coherence.

The identity was designed to flex. Balancing clarity with character, and ensuring the brand could support both serious subject matter and an engaged, growing community.

A complete identity and content system designed for ongoing use.

The visual language was expanded through colour-coded topics, modular shapes, illustration and flexible layout structures, all supported by clear guidelines and templates.

The system was applied across the website, reports, campaigns and event materials. This included large-scale content such as sustainability white papers, translating technical frameworks and data into structured, easy-to-navigate formats.

Alongside this, ongoing creative support ensures the brand continues to evolve in line with the organisation’s growth.

The brand now provides structure to a complex and expanding platform.

Content is easier to navigate, communication is clearer, and the identity reflects both the seriousness of the subject and the collaborative nature of the community.

The platform supports a global audience, with thousands of members accessing content, resources and tools. Large-scale outputs, such as white papers, have become key assets for communicating complex ideas in a clear and usable way.

What was previously rigid and fragmented is now a flexible system that supports ongoing activity across brand, digital and campaigns.