A FIRST OF ITS KIND
INNOVATION COMPANY
NYC
13:50:53
A FIRST OF ITS KIND
INNOVATION COMPANY
NYC
13:50:53
Case Studies
Third Sphere
Third Sphere
Third
Sphere
Setting a new standard for venture-led climate action with a unique positioning for new scales of investment.
Setting a new standard for venture-led climate action with a unique positioning for new scales of investment.
Setting a new standard for venture-led climate action with a unique positioning for new scales of investment.
Key Points
Key Points
Key Points
Key Points
→ Defined a new role for venture capital
→ Defined a new role for venture capital
→ Reimagined the company’s purpose
→ Reimagined the company’s purpose
→ Developed a new name and identity system
→ Developed a new name and identity system
→ Pioneered generative brand toolkits
→ Pioneered generative brand toolkits
The Challenge
The Challenge
The Challenge
The Challenge
Third Sphere—formerly known as Urban Us—had been successfully changing the way investors think about climate solutions since 2013. With three unicorns and five exits, they had already proven that they not only know how to get at the problem of climate change from new angles, they can also find business success in the process.
But they were hitting a ceiling with that success at a time when the investing world is being greenwashed with other players. So, they partnered with us to help sharpen their climate thesis and expand their brand story. That way they can not only win with founders, but they can inspire investors and pioneer climate solutions that will have lasting impact on the planet.
Help a leader in healthcare information systems expand and scale to support the shift to self-service products.
CareEvolution's solutions enable healthcare organizations to give patients access to their information simply, securely, and efficiently across different systems, devices and providers. After 20 years of steady and strategic growth, the time had come to expand their story—so their technology could support the changing healthcare landscape in ways that no one else can.
As the company shifted from custom solutions to self-service products, they needed a brand that would help their users understand how their products work together and the wide array of use cases they serve. But CareEvolution’s radically flat org structure—a feature of their success in innovation—required a design system that anyone could work with, whether they’re a software architect, data scientist, or a PhD in molecular biology.
The Solution
The Solution
The Solution
The Solution
We worked together to expand Third Sphere’s climate thesis starting with a rigorous strategy phase to redefine their purpose, which set the foundation for a new brand identity, including a toolkit that could be used by non-designers.
A new identity system and generative brand playbook delivered in Figma.
+CareEvolution’s products give researchers and clinicians the ability to extract insights from divergent and disconnected data sources. Their new identity expresses that value in a logo that connects fragments into a unified symbol.
The brand kit of parts lives in Figma, as components and templates with seemingly infinite combinations, but all programmed to stay within the confines of the brand and GTM strategy. Every file is ready to use, adapt, and combine into new outputs, empowering the CareEvolution team to design branded materials with consistency, but without feeling confining as new opportunities emerge. This allows the team to save time and resources while maintaining a strong and cohesive brand identity. And it helps to foster a culture of creativity and innovation that is true to CareEvolution’s values.
Client Testimonial
Client Testimonial
Shaun Abrahamson
CEO, Third Sphere
“Amazed at the work that you have done. I don't want to say I’m surprised as I tend to take Saneel at his word when he says he has the best team in the world.” — “Thank you for the wonderful results, and we will try to make you proud by getting us to a post-climate world where we are not just trying to preserve the status quo.”
Shaun Abrahamson
CEO, Third Sphere
“Amazed at the work that you have done. I don't want to say I’m surprised as I tend to take Saneel at his word when he says he has the best team in the world.” — “Thank you for the wonderful results, and we will try to make you proud by getting us to a post-climate world where we are not just trying to preserve the status quo.”
The Outputs
The Outputs
The Outputs
➊ Research
➊ Research
➊ Research
➊ Research
➊ Research
Commercial and brand strategy synthesized perceptions of the brand and experience and provided a case for change.
Commercial and brand strategy synthesized perceptions of the brand and experience and provided a case for change.
Commercial and brand strategy synthesized perceptions of the brand and experience and provided a case for change.
Commercial and brand strategy synthesized perceptions of the brand and experience and provided a case for change.
Commercial and brand strategy synthesized perceptions of the brand and experience and provided a case for change.
➋ Active Purpose
➋ Active Purpose
➋ Active Purpose
➋ Active Purpose
➋ Active Purpose
Brand strategy, supported by verbal design activated the brand and aperture for a new perspective on the business.
Brand strategy, supported by verbal design activated the brand and aperture for a new perspective on the business.
Brand strategy, supported by verbal design activated the brand and aperture for a new perspective on the business.
Brand strategy, supported by verbal design activated the brand and aperture for a new perspective on the business.
Brand strategy, supported by verbal design activated the brand and aperture for a new perspective on the business.
➌ Network Ecosystem
➌ Network Ecosystem
➌ Network Ecosystem
➌ Network Ecosystem
➌ Network Ecosystem
Commercial strategy insights expanded Third Sphere’s network of founders and investors.
Commercial strategy insights expanded Third Sphere’s network of founders and investors.
Commercial strategy insights expanded Third Sphere’s network of founders and investors.
Commercial strategy insights expanded Third Sphere’s network of founders and investors.
Commercial strategy insights expanded Third Sphere’s network of founders and investors.
➍ Climate Investment Thesis
➍ Climate Investment Thesis
➍ Climate Investment Thesis
➍ Climate Investment Thesis
➍ Climate Investment Thesis
Developed messaging for a new climate thesis that was grounded in commercial rigor.
Developed messaging for a new climate thesis that was grounded in commercial rigor.
Developed messaging for a new climate thesis that was grounded in commercial rigor.
Developed messaging for a new climate thesis that was grounded in commercial rigor.
Developed messaging for a new climate thesis that was grounded in commercial rigor.
➎ Brand Architecture
➎ Brand Architecture
➎ Brand Architecture
➎ Brand Architecture
➎ Brand Architecture
Crafted architecture scenarios that were informed by commercial realities and linguistic thinking from verbal design.
Crafted architecture scenarios that were informed by commercial realities and linguistic thinking from verbal design.
Crafted architecture scenarios that were informed by commercial realities and linguistic thinking from verbal design.
Crafted architecture scenarios that were informed by commercial realities and linguistic thinking from verbal design.
Crafted architecture scenarios that were informed by commercial realities and linguistic thinking from verbal design.
➏ New Name
➏ New Name
➏ New Name
➏ New Name
➏ New Name
Third Sphere—a reference to the position of the earth from the sun that inspired the design idea for the brand system.
Third Sphere—a reference to the position of the earth from the sun that inspired the design idea for the brand system.
Third Sphere—a reference to the position of the earth from the sun that inspired the design idea for the brand system.
Third Sphere—a reference to the position of the earth from the sun that inspired the design idea for the brand system.
Third Sphere—a reference to the position of the earth from the sun that inspired the design idea for the brand system.
➐ Brand Identity
➐ Brand Identity
➐ Brand Identity
➐ Brand Identity
Brought to life climate change work from theory to action with a suite of math-inspired system elements to flex across sectors.
Brought to life climate change work from theory to action with a suite of math-inspired system elements to flex across sectors.
Brought to life climate change work from theory to action with a suite of math-inspired system elements to flex across sectors.
Brought to life climate change work from theory to action with a suite of math-inspired system elements to flex across sectors.
➑ Brand Activation Toolkit
➑ Brand Activation Toolkit
➑ Brand Activation Toolkit
➑ Brand Activation Toolkit
Built a suite of tools (e.g. Canva templates, plug-and-play asset library) that turned engineers and VC innovators into brand practitioners.
Built a suite of tools (e.g. Canva templates, plug-and-play asset library) that turned engineers and VC innovators into brand practitioners.
Built a suite of tools (e.g. Canva templates, plug-and-play asset library) that turned engineers and VC innovators into brand practitioners.
Built a suite of tools (e.g. Canva templates, plug-and-play asset library) that turned engineers and VC innovators into brand practitioners.
Work Highlights
Work Highlights
Third Sphere is uniquely positioned to support a wide variety of industries. We created sector logos to represent that variety as part of their visual identity.
Third Sphere is uniquely positioned to support a wide variety of industries. We created sector logos to represent that variety as part of their visual identity.
Third Sphere is uniquely positioned to support a wide variety of industries. We created sector logos to represent that variety as part of their visual identity.
Third Sphere is uniquely positioned to support a wide variety of industries. We created sector logos to represent that variety as part of their visual identity.
Voice Principle
→ Nonconformist
Visionary
Provocative
Building off the playbook, we created a generative tool for designers to perpetually create bespoke thread creations. Used to ease design work, not bypass it, the Figma plugin acts as a starting point for designers to refine and apply to new assets.
Voice Principle
→ Nonconformist
Visionary
Provocative
Building off the playbook, we created a generative tool for designers to perpetually create bespoke thread creations. Used to ease design work, not bypass it, the Figma plugin acts as a starting point for designers to refine and apply to new assets.
Voice Principle
→ Nonconformist
Visionary
Provocative
Building off the playbook, we created a generative tool for designers to perpetually create bespoke thread creations. Used to ease design work, not bypass it, the Figma plugin acts as a starting point for designers to refine and apply to new assets.
For a brand to be functional, the process of making it has to be understood. We built a generative tool of pre-made templates and designs so their team could amplify their story however they need. Effectively turning engineers into brand practitioners.
For a brand to be functional, the process of making it has to be understood. We built a generative tool of pre-made templates and designs so their team could amplify their story however they need. Effectively turning engineers into brand practitioners.
“I also enjoy the reference to spheres from an intimacy perspective — the first sphere being your home and your family. The second sphere is the public sphere — the media, the discourse that happens in politics. What happens when you have a global conversation? Would that be the third sphere? Very clever.”
— Haje Jan Kamps, “VC firm Urban US rebrands to Third Sphere, doubles down on climate focus,”
Tech Crunch, March 1, 2022.
“I also enjoy the reference to spheres from an intimacy perspective — the first sphere being your home and your family. The second sphere is the public sphere — the media, the discourse that happens in politics. What happens when you have a global conversation? Would that be the third sphere? Very clever.”
— Haje Jan Kamps, “VC firm Urban US rebrands to Third Sphere, doubles down on climate focus,”
Tech Crunch, March 1, 2022.
“I also enjoy the reference to spheres from an intimacy perspective — the first sphere being your home and your family. The second sphere is the public sphere — the media, the discourse that happens in politics. What happens when you have a global conversation? Would that be the third sphere? Very clever.”
— Haje Jan Kamps, “VC firm Urban US rebrands to Third Sphere, doubles down on climate focus,”
Tech Crunch, March 1, 2022.
Related Work
Related Work
Care Evolution
Care Evolution
Reintroducing a healthtech brand as a leader in shaping healthier futures.
Reintroducing a healthtech brand as a leader in shaping healthier futures.
Align Impact
Align Impact
Rebranding an impact investment firm to differentiate and drive the next 10 years of growth.
Rebranding an impact investment firm to differentiate and drive the next 10 years of growth.
Twill
Twill
Transforming from a single point solution to a leader in holistic healthcare.
Transforming from a single point solution to a leader in holistic healthcare.