Need Thinking collaborated with Paper Igloo, a sustainable architecture firm in rural Scotland, to revamp their brand identity and digital presence. Despite Paper Igloo’s commitment to designing environmentally conscious homes adhering to Passivhaus standards, their previous branding and website failed to effectively communicate their values and approach.The old website was content-heavy and formal, which hindered audience engagement, while the branding lacked distinctiveness, featuring a literal igloo logo and an inaccessible typeface.

To address these challenges, Need Thinking developed a refreshed brand strategy that emphasised clarity, authenticity, and aesthetic appeal. They introduced a new logo inspired by the concept of ‘penta,’ reflecting Paper Igloo’s five core principles and processes. The chosen typeface, Founder’s Grotesk, offered modernity and accessibility, aligning with the firm’s design ethos. The colour palette was expanded to include a dark blue for legibility and five vibrant ‘pastel neon’ hues, moving away from traditional earthy tones to avoid greenwashing clichés.

The redesigned website presents information in a structured, engaging manner, allowing Paper Igloo’s expertise and sustainable practices to shine. This comprehensive rebranding positions Paper Igloo as a trustworthy and innovative leader in sustainable architecture, effectively conveying their commitment to building homes that are not only environmentally friendly but also beautifully designed and tailored to their clients’ needs.