Helping environmental businesses grow.

  • Brand identity
  • Illustration
  • Website

Sustainable Results Lab helps environmental businesses grow in a sustainable way. Founder, Ruth Smith, came to us to help her achieve her dream of creating a business that brings world-class digital marketing to the environmental sector.

Ruth explained that she’d discovered an abundance of sustainable tech companies creating the most incredible technologies - the kind of tech that has the power to change our world for the better. But that many of these businesses were run by engineers who were full of passion but lacking in the ability to explain what their technology can do for the world, in terms simple enough that it engages the right people - their potential clients and investors.

Ruth needed a brand and website that could demonstrate how engaging marketing can boost a business.

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Discovering Why, What and How

Through the discovery stage of the project we helped Ruth uncover the strengths in her business that should be expressed in the brand.

Together we created the following Why, What, How statements:

Why: We want to leave this planet in better shape than we found it.

What: We help environmental businesses grow. Sustainably.

How: With our process: Research. Create. Measure. Grow. Repeat.


These statements fed into our creation of the brand mark, and the “What” statement became the business strap-line, helping Ruth express succinctly exactly what her business does.

Finding the right style

A lot of Sustainable Results Lab’s clients struggle to create visuals that explained their complex technologies in a simple and engaging way, and our competitor analysis revealed that a brand illustration style could help them stand apart from their competitors.

So, we created a brand illustration style that playfully demonstrates how Sustainable Results Lab can help dry technical subjects appear more engaging. Only parts of the illustrations are highlighted with colour – the idea being that these are the parts that Sustainable Results Lab has helped shine a spotlight on.

Planning the website

Because we knew we wanted to use illustrations throughout the site, sketching and wire-framing at the same time enabled us to consider both the UX constraints of a web-page and the most effective imagery to deliver the brand message, at the same time.

This also meant we were able to quickly express our plans for the homepage design to the client before moving onto the high fidelity designs.

On this homepage the aim was to deliver Sustainable Results Lab’s brand proposition as quickly and clearly as possible, and then encourage visitors to sign-up to a free email course.

Website design

We created the final designs in Figma, which enabled close collaboration with both client and developer. Ruth was able to log in and check-in on our progress, and leave comments on our designs.

MakeGood created a world-class brand and web design for Sustainable Results Lab. I’ve had so many compliments about their design and illustrations, which is opening doors and creating leads.

I still smile every time I look at the illustrations.

Ruth Smith, Founder and director, Sustainable Results Lab

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