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Unite is a pioneering B2B platform bringing buyers and sellers together for mutual benefit. Its innovative solutions help facilitate e-commerce and e-procurement partnerships, supporting businesses to build more resilient and sustainable supply chains. With headquarters in Germany, Unite has a 600-strong team based around the world.
Previously known as Mercateo, in 2021, the company was ready for a new chapter centred around the Unite Network – the part of the business that fosters connections. And it wanted to mark this significant transition with a compelling new identity.
Unite’s bold ambition to connect a broad network of suppliers with customers – a company centred on adding value and promoting mutual benefit – inspired our thinking. The principle of reciprocity and connection coupled with the idea of ‘adding’ something extra informed everything we created for Unite.
The U from Unite is used to create a unique ‘plus’ symbol. This form also portrays the seamless relationship which Unite facilitates between suppliers and buyers – placing them at the heart of every interaction.
The Unite brand symbol is used in a number of ways throughout the wider identity. Its inner footprint is reproduced and repeated to become the Plus Pixel System. The pluses act as pixels to create imagery, graphics and icons.
The Unite word mark and symbol can be integrated within campaign headlines – providing the start of a statement (above). Additionally, the brand symbol can sit at the heart of a sentence – acting as the ‘and’ (below).
Illustration plays an important role in the Unite brand. To accompany the geometric and modular Plus Pixel System graphics, we commissioned a range of playful illustrations to visually communicate a diverse range of sometimes complex products, services and information. The prominent inclusion of people intentionally humanises the technology.
We developed a bespoke grid to help create a suite of icons unique to Unite. Each icon incorporates the two core brand colours – coral and purple – being ‘added’ together to echo the brand concept.
At every opportunity we embrace the functional brand assets to create depth and to ensure the Unite brand expresses its personality. Unite’s voice is authoritative, warm, inspirational and optimistic. Branded merchandise provides the ideal opportunity to be more playful and inject some levity where appropriate.
Erika Mizun-Moller, Head of Brand, Unite
Credits and thanks: Erika Mizun-Moller (brand strategy), Sarah Herman (words), Connor Perry (illustration), Simon Brooke (brand film animation), Candour (website) and the Unite Design Team for their support and collaboration.
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