Util is a London-based financial technology company on a mission to change how the world invests. They measure the ‘what’, instead of the ‘how’, by singling out the most important thing a company produces: its products and services. Using machine learning, they draw from the latest academic insights, identifying and quantifying the negative and positive impact of a company’s products on all of the 17 UN Sustainable Development Goals.


Util needed a brand identity that would efficiently communicate their state-of-the-art technology and systematic approach in addition to their vision of a world in which all capital allocation is driven by social, environmental and financial returns.

We delivered: Brand Positioning | Content Strategy | Visual Identity | Website | Animation


Through insight research and workshops with the Util team we established their vision and values centred around the idea of realising balance between social environmental and financial aspects.


The Util identity is built around a grid that runs through all the brand collateral adding structure to all information. The distinctive colour palette paired with a responsive logo mark depicts the idea of realising balance between the three pillars, environmental, financial and social.

Brand Guidelines

Brand Animation


Brand Collateral


“The team at Studio Lovelock made it their mission to understand our company; its origins, operations and vision. Through countless sessions, we picked apart every area of our business, building up a clear and compelling brand identity that the whole team could get behind. Joe and the team managed to first articulate and then execute on many of the brand principles that the team have, thus far, failed to articulate, resulting in a coherent brand that will surely serve the test of time.”

Stephen Barnett