ITERO
Innovate. Improve. Iterate.
Awards
No. 1 Tech
Round 100
Funding
€6m
Industries
Recycling
What we did
Brand creation, from naming to identity and website
Deliverables
Brand Creation
Naming
Visual Identity
Copywriting
Illustration
Digital
Raising Value
CGC creates revolutionary clean technology that safeguards the future of our planet - taking un-recyclable waste plastic and converting it into valuable new resources that can feed back into a circular economy. They approached us to rename and rebrand the business ahead of an investment drive as they take their patented chemical recycling solutions to market.
Beyond bricks and mortar
Needing to articulate a wider proposition as CGC moved from a single product business to technology innovation company we looked deeper to capture the ethos of the organisation in the new brand.
Stemming from the Latin root of iteration, we devised the new name - Itero - to reference the iterative nature of innovation - design, test, perfect - inherent in their process.
A symbol of innovation
The world of chemical recycling is a well worn sea of greens, blues, and facsimile logos featuring leaves, droplets & recycling symbols. We set out to stand out, crafting an energetic icon filled with potential that sits comfortably at the intersection of petrochemical heavy industry and the world of modern, tech-based innovation.
Ready to scale
The wider brand language brings a restrained vibrancy; energetic and alive but anchored with gravitas and stature. We echoed the concept of endless iteration through dynamic visual elements that celebrated the core idea, whilst providing flexibility for the large scale applications of Itero’s industrial world.
“We were new to the branding process; The Playground made everything straightforward, impactful and enjoyable, quickly showing us how our new brand would enhance our business growth. Our new brand gives us a compelling point of difference to drive our investment push, and galvanised our team around the realisation of our collective vision.”
Dr. Abi Mountain
Head of Product & Partnerships
Itero
Thank you
Simon, Abi, Geoff & Faizan and the Itero team
Credits
Creative Direction:
Simon Menhinick
Strategy & Naming:
Francesca Abbott, Simon Menhinick
Copywriting:
The Playground
Design:
The Playground
3D illustration:
The Playground
Additional design:
Bobby Tannam
Account Management:
The Playground
NEED YOUR BRAND TO FEEL MORE HUMAN?
Find us
25 D’Arblay Street
London, W1F 8EJ