• Transform magazine
  • May 26, 2024


The evolution of branding: from surface to substance with conscious branding

Mateusz Zabierowski

Mateusz Zabierowski, CEO and co-founder of global branding agency Admind, sets out how to shape a future where branding and communications contribute to a more sustainable and equitable world.

Are you ready to ride the wave of change and dive deep into the conscious branding ecosystem? What if I told you that Admind Branding&Communications, a B Corp-certified agency, is already paving the way? The branding landscape is undergoing a significant shift. This shift goes beyond superficial claims of sustainability and ethics to address a deeper need for integrity and authenticity in the B2B sector. It's not just about following trends; it's a comprehensive rethinking of how brands communicate their values and interact with the global community. The shift to conscious branding marks a pivotal moment in the journey of brands, encompassing everything from their strategic transformation to brand migration, and embodies a broader shift in thinking about branding processes.

The essence of conscious branding

At the heart of conscious branding is a holistic approach that intricately weaves environmental, social and governance (ESG) initiatives into the core of a brand's narrative and identity. Going beyond the surface, conscious branding seeks to manifest commitment through actionable measures, transforming ESG initiatives from obligations into real opportunities for leadership and innovation.

Implementing conscious branding practices

Expertise in crafting conscious branding narratives can be supported by a suite of services designed to infuse every aspect of branding and communications with purposeful, sustainable practices. These range from sustainability blueprinting in reporting to the art of ethical communication, brand governance and universal and sustainable design practices. Each service is tailored to ensure that purpose and sustainability are at the forefront from the initial spark of an idea to the final delivery. In addition, design philosophy emphasises accessibility and inclusivity, ensuring that brand experiences are universal across platforms and media.

Accessible and energy-efficient design

Design inclusiveness is critical to ensure that brand experiences are accessible across all media. Colour palette selection balances aesthetic appeal with energy efficiency, especially in digital formats. Designs that favour OLED-friendly colours help reduce energy consumption and support device longevity while maintaining readability and visual comfort.

Material and production choices

In printing and production, the focus is on transparency, low emissions and environmentally responsible practices. Preferences for materials such as soy and vegetable-based inks, along with local production strategies, are aimed at reducing environmental impact. Every choice is considered for its potential to balance beauty with responsibility.

Strategic communication

Copywriting and campaign strategies need to be carefully crafted to ensure messages are clear, honest and impactful. Adhering to regulations such as green claims, while avoiding hyperbole, can help maintain a brand's integrity and transparency. It's about guiding brands to make substantiated claims and fostering a culture of honesty in communications.

Media and content considerations

Digital strategies should emphasise image optimisation and a preference for sustainable web formats to minimise the digital carbon footprint. Whether it's newsletters or web design, each element should be evaluated for its environmental impact, striving for solutions that are as environmentally friendly as they are functional.


By embracing these principles, we can embark on a transformative journey together, shaping a future where branding and communications not only resonate on a deeper level with audiences, but also contribute significantly to a more sustainable and equitable world. 

As agencies and clients, we have the creative power and responsibility to lead this change and foster a branding ecosystem that is as conscious as it is impactful. Let's move forward together and embrace our role as architects of change in the branding landscape. Through such dedicated efforts, we position ourselves not only as industry leaders, but also as contenders for prestigious recognitions such as the Transform Awards.  

Together, we can revel in the success that comes from making a positive difference in the world and prove that our achievements are measured not only by the awards we win, but by the significant, lasting social and environmental change we inspire.