Topics
Purpose & Identity Alignment
Credible Advocacy & Thought Leadership
Stakeholder Engagement and Partnerships
Communication for Influence
Institutional Resilience & Continuity
Offerings
Vision, Mission & Purpose
Value Proposition
Brand Strategy & Positioning
Narrative, Messaging & Storytelling
Style Guides
Visual Brand ID & Applications
Through its Brand & Creative service, Ampersand partnered with BSD to translate its strategy and values into a coherent visual and narrative identity.
Business for Sustainable Development (BSD)
Building a Brand for Collective Sustainability
The Challenge
Positioning sustainability as both credible and approachable
BSD, formerly the Philippine Business for the Environment (PBE), had evolved into a leading platform for collective business action on sustainability. Yet, its brand identity no longer reflected its role as a trusted partner and systems thinker in the sustainability space. The challenge was to design a brand system that communicated credibility, approachability, and leadership — aligning BSD’s purpose of enabling Philippine business to act independently and collectively on sustainability goals.
Ampersand's
Approach
Deliver
Produced the complete set of brand assets: logo, strapline, corporate stationery, event materials, merchandise, and digital templates.
Rolled out the brand manual to guide consistency across communications, events, and member engagement.
Supported internal teams in adopting the new brand identity through workshops and handover sessions.
Diagnose
Conducted a brand assessment to identify gaps in positioning, tone of voice, and visual identity.
Benchmarked BSD’s brand presence against other sustainability platforms and business councils.
Gathered stakeholder input to ensure the new brand would be seen as both authoritative and accessible.
Design
Defined a refreshed brand story: BSD as the trusted partner guiding Philippine business through their sustainability journey.
Developed a new visual identity system anchored on the pinwheel icon — symbolizing curiosity, energy, and progress.
Created a comprehensive brand guidelines manual covering tone of voice, strapline, color palette, typography, iconography, and applications across collaterals and events.
The Outcome
Stronger brand clarity — BSD positioned as a trusted and credible platform for collective business action.
Visual cohesion — unified identity across reports, events, and stakeholder engagements built recognizability and trust.
Member engagement — approachable yet professional tone resonated with both long-time members and new corporate partners.
Future-proof identity — the pinwheel symbol and design system reinforced BSD’s values of integrity, progress, inclusivity, and relationship-building.
Ampersand's
Value
For coalitions like BSD, Brand & Creative is about more than design. It is about translating strategy and values into a coherent identity that members, partners, and the public can rally behind — creating credibility, fostering trust, and enabling collective action for systemic change.
