B Lab: Making Theory Into Change
- Branding
- Ecosystem Design
- Strategy
Working to make business a force for change
THE CHALLENGE
Our initial task was to review B Lab’s revisions to its theory of change, which explicitly oriented the organization’s work around three pillars: racial equity, climate justice, and stakeholder capitalism. Our response: why not adopt a mindset of abundance and invite experts from several firms to not only to review the new ideas, but to work together to share them with the community and provide their feedback? A theory of change can be co-created through careful communication, conversation, and dialogue.
THE OUTCOME
Racial equity, climate justice, and stakeholder capitalism now serve as the pillars upholding B Lab’s theory of change with supporting language and training for the B Lab US/Can Team – but so much more emerged from our work together. A 10-stop virtual tour introduced the new CEO of B Lab to affinity groups across the nation, with events featuring music, poetry readings, and playlists celebrating and centering anti-racism. The one-of-a-kind collaboration between Provoc, Element Five, Hella Social Impact, and ConsciouslyTM demonstrated how far we can advance when we bring together parties with shared interests around a shared project instead of forcing them to compete.
B Lab, a global leader in impact capitalism, embraces co-creation as a means of revising and launching a new theory of change, centering the voices of community members in an iterative and participatory process that redefines the organization’s path and purpose for years to come.
My hope of joining this community and certifying, was that it would be the platform I needed to combine my activism and community organizing work with that of my business – to affect the world positively, even in a small way through my business.
The launch of the Theory of Change is the first time since I joined this community that I see it as a potential place for what I imagined back in 2017.
Collective Action Tour Participant
After providing initial feedback on B Lab’s concept for its revised theory of change, Provoc Element Five, Hella Social Impact, and ConsciouslyTM collaborated to plan and execute a series of sessions with B Lab stakeholders to hear their ideas about the directions the organization should go. What would it mean for them if B Lab adopted racial equity, climate justice, and stakeholder capitalism as its core pillars? We also developed and delivered training for B Lab members to break down the concepts of racial equity, climate justice, and stakeholder capitalism and explore what it would mean to center voices of color in redefining B Lab’s theory of change.
Our Case Studies
C-Suite’s Guide to Unconscious Bias
"While climate has global effects, the solutions lay within local municipalities across the country." – Rai-mon Nemar Barnes
Brand Strategy + Growth for Energy SaaS
Branding a New Line of Business Without Losing Legacy Clients · Strategy, Execution, and Product Marketing Under One Roof
From Race Concept to Branded Event NYC Business Community
A Race That Needed an Identity Before It Had a Name · Naming, Branding, Sponsorship, Website, and Campaign as One System · Built to Grow Year Over Year
Brand Strategy, Product Design + Campaign for Sustainable Finance Platform
A Fintech Platform That Needed to Educate Before It Could Convert · Brand Strategy + Product Design + #AskSustainable Campaign · A Consistent Voice Across Every Channel and Touchpoint
Branding and Ecosystem Design for a Global FinTech Venture Firm
Values-Driven Finance Needs Trust Infrastructure · Stakeholder Mapping Across Institutions and Individuals · An Ecosystem Strategy That Earns Trust at Every Level
Webby-Nominated Branding and Product Design for the World’s Most Sustainably Certified Seafood Company
A Category Leader Whose Brand Hadn't Caught Up to Its Certifications · Branding, Product Design, and Ecosystem Strategy as One Platform · Webby Award Nominated 2023
Brand Strategy for an AR Experience Company Featured at MoMA and Tied to a Netflix Documentary
An AR Platform Built to Rewrite How We See History · Selected Alongside for MoMA Exhibition · App Launched the Day Trevor Noah Hosted a Town Hall With Will Smith · Branding, Ecosystem Design, Research, and Campaign Strategy
Brand Strategy and Platform Launch for On-Demand Talent Network
A 15-Year-Old Mentorship Organization Needed a Commercial Platform · Brand Identity, Website, and Performance Marketing · NBA Foundation Inaugural Grant: The Work Got Noticed · Brands Including Moët Hennessy, PepsiCo, AT&T, Google, P&G, and Spotify
Brand Strategy + Ecosystem Design for Chicago’s $7.5B Health Innovation District
A $7.5B+ Opportunity in One of Chicago's Most Historically Significant Neighborhoods · Brand Strategy, Stakeholder Research, and Pitch Collateral · 100+ Acres. 20% Affordable Housing. A New Metra Stop. 105% Renewable Energy. · Equitable Placemaking at Scale
Marketing Strategy and Execution for One of the Worlds leading Cultural Institutions
Five-Scholar Curation Council. A Months-Long Festival. A Marketing Brief Like No Other. · Audience Research, Influencer Strategy, and Content Production at Cultural Scale · Transmitting an Undefinable Energy to the Right Audiences
Influencer Strategy + Event Marketing for HBO’s Watchmen Launch
HBO's Own Machine Had a Blind Spot · Partnership With consciously · 400+ at the Atlanta Pre-Screening · Comic Con Activation · Content, Events, and Cross-Community Reach
2 Million Reached: Brand + Campaign for Brooklyn Incubator
One of NYC's Biggest Economic Zones and incubator Needed an · Brand Strategy, Web Platform, and #BuildTheFutureNYC Campaign · 2M+ Reach Across Five Boroughs · A Blueprint Other Cities Are Now Following
Agency of Record Brand Strategy + Content for Identity Security Leader
Unmatched Technology. No Brand Voice to Match It. · Website Rebuild + Brand Strategy + Content System as Agency of Record · From Legacy Web 1.0 to Thought Leadership Platform · A Company Now Trusted by 30+ Fortune 100 Clients
Brand Strategy + Community Health Outreach for National Telehealth + In-Clinic
Funding Cuts. Then a Pandemic. A 100-Year-Old Organization Needed a New Reach Strategy · Audience Research Across BIPOC, Transgender, and Low-Income Communities · Brand Voice, Go-to-Market, Telehealth Activation, and Geofencing · Awareness, Reach, and Foot Traffic All Showed Marked Improvement
AI Company Using Humans for Content — Numerify
Building a Content Machine for an AI Analytics Company
Superbowl Staffing Agency Needs New Thinking — BCforward
Helping an international transformation change agent to define their public expression
Connecticuts’ State Bank Manifests Community — Nutmeg
Connecticuts' State Bank wanted to connect better with it's ecosystem
National Growth Marketing Campaign for Legacy National Non-profit
Place-Based Community at National Scale · Ecosystem Activation Across Diverse Stakeholder Groups · What It Means to Market Belonging
Brand Identity Refresh + Marketing That Delivered 10x Engagement
A Brand Defined by One Name Needed a Voice of Its Own · Identity + Positioning + Campaign Infrastructure · 10x Across Awareness, Reach, and Engagement
Brand Identity + Messaging for a Regulated HealthTech Company
Regulated Spaces Demand Precise Visual and Verbal Systems · Identity Built for Trust Under Scrutiny · Messaging That Works for Both Patients and Providers
Post-Acquisition Brand Unification as Agency of Record
Two Acquisitions. One Year. Millions of Jira Users Watching. · Brand Strategy During a Global Crisis · Agency of Record: Content, Branding, Social, and Brand Anthem · Three Entities. One Cohesive Brand.
Boston Needs Racial Wealth Equity Data — Boston Foundation
Providing resources for grant makers in Boston and the Massachusetts area.
EASI Demographics: Helping One of the Country’s Largest Data Suppliers Look the Part
Three Distinct Buyer Personas. One Coherent Brand. · Rebrand Built for a High-End Client Roster · Ecommerce and Sales Journey Redesign
Strengthening the Identity of an Organization Focused on Diversity and Equity — Coalition On Race
A New Jersey Community focused on equity for more than 50 years
Aligning Five Acquired Companies Under One Inclusive Brand for Digital Transformation Leader
Post-Acquisition Brand Alignment Across Five Companies · Values Built Into Style Guide and Production Process · Equity as Infrastructure, Not Add-On
