It was clear from the first conversations that SSG required a new brand language that would represent the knowledge and expertise they bring, and the truly visionary way they work.

This understanding of the existing challenges included the one inherent in working with a collective: decision-making at SSG is cooperative and consensus-based. Everyone has a vote, meaning the new system would not be a top-down redesign with built-in, hierarchical decision-making structures. Every member was heard and represented. How could a complex design process accommodate this unconventional structure and still arrive at a focused, striking result?

The Strategy

ned Principal Rebecca Foon. What we want to show is how we work: collaboratively with energy and passion. We want people to feel the difference we bring, deep expertise in sustainability and a new way of working. SSG co-creates, it’s in our DNA, our structure, how we work also speaks to who we are.

Pentagram knew the brand identity would have to transcend aesthetics and typical methods. It needed to stand out and embody SSG’s distinctive collective approach. It had to be—deeply participatory.

Through key interviews with the team, a powerful theme emerged: “radically collaborative.” This wasn’t just a way of working. It became a strategic call that would echo across its wor

dmark, and flow from there to inspire typography, iconography, data visualization, photography, and color. 

“You think of sustainability and calming, pastel shade colors and trees, and all that is fine,” explained SSG’s Principal and Senior Modeller, Marcus Williams during key interviews. “Well, what we’re actually trying to do in a lot of cases is shake stuff up…we’re trying to disrupt.” 

Throughout the research Pentagram heard SSG members say that the current brand failed to capture who they are at their core: We’re not really representing ourselves effectively as a co-op, clients are confused about who we are as an organization. 

“The co-op is a microcosm of our values,” explai

ned Principal Rebecca Foon. What we want to show is how we work: collaboratively with energy and passion. We want people to feel the difference we bring, deep expertise in sustainability and a new way of working. SSG co-creates, it’s in our DNA, our structure, how we work also speaks to who we are.

And “the importance of not just being the experts, but thought leadership,” added Peter Hough, External Director and SSG Senior Associate. 

The time was now with an urgent need as SSG and WhatIf Technologies merged, further deepening

their expertise and offerings. 

“Design is more than just how things look,” said SSG’s Engagement and Design Lead, Naomi Devine. “Design is understanding. SSG has always brought a unique, innovative, and bold vision to the table….we want p