Mettlesome
Blending bravery and curiosity to solve the most salient social issues.
Summary
Sector
Not-for-Profit & For-Purpose
Services
Brand Identity
Brand Naming
Brand Positioning
Brand Strategy
Logo Design
Background
Founded in 2011, spur: initially focused on men’s mental health. As it evolved, dividing into Spur Projects for non-profit initiatives and Spur Labs for consulting, the organisation aimed to be a change catalyst. Tackling everything from child safety to online hate, Spur has been at the forefront of addressing critical social issues with innovative solutions.
Challenge
As spur: expanded its mission, the original branding no longer encapsulated the breadth of their work. The organisation needed a new identity that reflected its diverse ambitions and broader impact. The challenge was to create a brand that represented its commitment to tackling the world's most challenging social problems while retaining its core values.
Solution
Our deep dive into the organisation's essence led to the birth of "Mettlesome". This new name embodies the organisation's courage, curiosity, kindness, and resistance to cynicism, articulated in its tagline: Brave ventures for good. The rebranding to Mettlesome positions the company as a ventures studio with non-profit origins, focused on partnering with organisations to address complex social challenges. The brand’s visual identity, featuring a vibrant vermillion orange and a flag icon, signals change and action. The wordmark, bold and with sharp serifs, calls for engagement and symbolises the organisation's readiness to act.
Results
The rebranding to Mettlesome has revitalised the organisation's image, aligning it more closely with its expanded mission and attracting broader interest. The new identity has opened doors to new partnerships and opportunities, contributing to an increase in engagements and reinforcing Mettlesome's role in driving social change. The strategic rebranding has not only enhanced visibility but also solidified the organisation’s commitment to addressing societal issues, paving the way for future growth and impact.
The world loves an Underdog story, so do we.
Let’s work together and create our own.