Rebranding RightsDD:

From innovating tech to inspiring social change

PROJECT TYPE

Branding

WEBSITE

MY ROLE

Art Direction
Visual Design
Web Design
Animation

RightsDD is a technology-driven company dedicated to helping businesses tackle modern slavery and human rights risks in their supply chains.

Together with the team at Northstar Research, we uncovered their values and refined their brand identity to match their internal identity.

RightsDD's new visual identity featuring bold geometric shapes symbolizing interconnected supply chains.

Challenge

RightsDD experienced a disconnect between their internal identity as a tech company and the external perception of customers and employees, who viewed them as a leader in social impact.

Solution

We rebranded RightsDD to show their role not only as a technology company but also as a leading force in social impact, committed to fighting modern-day slavery.

BEFORE

AFTER

research

We conducted in-depth interviews and workshops to understand the needs of internal stakeholders. Externally, we collected customer insights on brand perceptions and conducted competitive landscape research to shape the rebranding strategy.

KEY INSIGHTS

Stakeholders

Viewed RightsDD primarily as a technology company, emphasising its innovative solutions for risk management and compliance.

Customers

Recognised a deeper purpose beyond technology, valuing the organisation's commitment to combating modern-day slavery.

DESIGN

Our rebranding strategy used two key design elements to tell the RighsDD story:

1. COLOUR

A fresh, contrasting, colour palette was introduced to balance the technology and diligence aspect of the brand (blue) and the human, empathetic aspect of the brand (red).

DESIGN

Our rebranding strategy used two key design elements to tell the RightsDD story:

2. GEOMETRIC SHAPES

The multiple triangles symbolize the complexity of supply chains and the layers of data analysis required to address human rights risks, which is represented by the circle.