Tall has unveiled Ecology Building Society’s fresh identity, reflecting its mission to build a greener society, empowering environmental and social change. The new identity marks a shift in a broader digital transformation initiative.
Launched in 1981, Ecology is a building society that helps finance environmental building renovations and supports sustainable development. The brand had established a history of trust with customers, but needed a refresh to solidify its purpose-led identity, directing Tall to establish a clear ethos that resonates with people who care about ethical principles – role the agency was well suited to as it crafts digitally powered experiences that connect brands with people to make a lasting impact.
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The strong, disruptive identity created by Tall embodies Ecology’s commitment to building a sustainable future, while keeping its trusted financial institution status. The introduction of a new logo featuring the letter ‘e’ within a window symbolises transparency and new perspectives. The design incorporates elements representing a sunrise and a seed, highlighting themes of new beginnings and growth.
Complementing the logo, the brand adopted the Peachi typeface for its approachable yet sophisticated feel and a colour palette that underscores its environmental values. A hand-drawn illustration style and authentic imagery were employed to convey simplicity and personal connection.
The visual elements, combined with smooth, nature-inspired animations, coalesce to present a cohesive identity that aligns with Ecology’s mission of fostering sustainable communities and ethical finance.
Scott Tyzack, senior digital designer, at Tall, said: “This new brand system extends seamlessly into digital environments, using smooth, organic animations and intuitive design principles to create a cohesive and engaging experience across platforms. Every element has been crafted to reinforce Ecology’s mission of putting people and planet first. This refreshed identity embodies these values while providing the flexibility to connect meaningfully with a new generation of members who want their money to make a difference.”
Guy Utley, executive creative director, at Tall, added: “What drew us to Ecology was the depth of their commitment. This isn’t sustainability as a trend. It’s embedded in how they operate and were born from in 1981. We focused on unlocking that purpose and translating it into a brand that feels human, credible and alive wherever people encounter it.”
