B for Good Leaders — Brand Identity & Visual Design for a Global Movement
B for Good Leaders is a global cooperative and movement of purpose-driven leaders committed to using business as a force for good and accelerating the transition to a regenerative economy that benefits people, planet, and prosperity. The initiative brings together CEOs, founders, and entrepreneurial leaders from B Corps and impact-minded organisations to meet, inspire each other, and act collectively toward systemic change.
B for Good Leaders originated with large-scale summits — including events in Rome and Amsterdam that drew hundreds and then over a thousand leaders — and has since expanded into the B for Good Leaders Network, a hub for meaningful connection, shared learning, and collective action.
For this project, I was responsible for shaping the visual identity and brand design across both the summit and the ongoing network, translating the spirit of the movement into a cohesive, engaging visual language.
I’ve crafted the visual identity to:
- Express a sense of purpose and collective momentum, reflecting the organisation’s mission to reframe leadership and build a regenerative economy together.
- Bring warmth and inclusivity to a global network, expanding the iconic, energetic orange colour with a broader palette that conveys diversity and human connection.
- Create distinct brand assets for both the Network and the Summit experiences, ensuring consistency while giving each context its own visual voice.
- Support multi-channel applications — from web, newsletters, and social media to event environments, wayfinding, badges, signage, and environmental graphics — all designed to immerse participants in the B for Good Leaders experience.
The result is a brand identity that is not only visually striking but deeply aligned with the organisation’s values of collaboration, diversity, and purpose-led leadership. By blending colour, pattern, and expressive visual elements, the work enhances both the Summit experience and the ongoing network’s presence — helping connect and inspire leaders as they work together toward a more equitable, regenerative future.
