A Bold New Look to Match Our Commitment to Transformative Climate Action
A brand that tells our story and reflects our values.
10th October 2024
SSG is in the business of remaking the world into a climate-friendly one for generations. Our story is about taking responsibility for the future we all share.
Today, we are thrilled to unveil our new brand identity, which speaks to our deep commitment to building a decarbonized and equitable future through collective, transformative action.
With a vibrant colour palette, imagery inspired by living systems, and a pathway moving through our logo, our new look reflects our ambition to shape collaborative solutions that create the systemic change required to address the climate crisis.
Canada
Chile
USA
Our Journey of Transformation
This launch represents the final step in the amalgamation of SSG and whatIf? Technologies, a ground-breaking systems modelling firm, under the SSG name. Our rebrand began in 2022, as our merger was underway. Working closely with Pentagram, the world-renowned design studio, we set out to create a visual identity that reflects our track record of leading bold, transformative, and systemic change. We also partnered with Weaver, a Vancouver-based digital design cooperative, to build our new website, ensuring it fully aligns with our values and mission.
Our transformation is not just visual. It mirrors the evolution of our business. In 2015, SSG teamed up with whatIf? Technologies to launch an innovative energy, emissions, and financial model for city-level climate planning at the UN Climate Conference in Paris. The model became instrumental in shaping Toronto’s climate action plan and solidifying our place as Canada’s home-grown, leading, climate planners.
SSG and whatIf? officially merged in 2023, retaining the SSG name and worker co-op structure, and our future has never looked brighter. Today, we’re proud to be a majority women-owned B Corporation with over 40 workers across Canada, the US, and Chile. Our collaborative approach to tackling the climate crisis has led us to work with communities running from small villages to major cities, with large organizations like universities and utilities.
Our Visual Transformation
Our new visual identity is an embodiment of our values: authenticity, transparency, intellectual rigour, artistic expression, and a dedication to building decarbonized, equitable, healthy communities. The striking colours we’ve chosen symbolize the urgency, optimism, and bold action required to tackle the climate crisis head-on.
We believe in the power of connections. Effective climate action relies on collaboration—bringing together people to help transform our infrastructure, behaviours, and future to dramatically reduce greenhouse gas emissions while ensuring a vibrant and healthy future for everyone. Our cutting-edge modelling tools help communities understand the power of these connections, enabling them to make informed, lasting decisions that make a meaningful difference.
At the same time, we draw inspiration from the natural world, which we are committed to protecting. Our new brand imagery captures the beauty and intricacy of nature through patterns inspired by maps and organic growth. A symbolic pathway flows through our logo, representing the connections we foster in our work and our journey toward a decarbonized, equitable, and healthy world.
Milestones on our Journey
Merger
SSG’s 2023 merger with whatIf? Technologies brought two powerful organizations together under the SSG banner.
Certified
BCorp
Our certification as a B Corp in August 2024 reinforces our commitment to using business as a force for good.
Majority
Women
Owned
We are proud to be a worker-owned cooperative with diverse, talented and—since April 2024—majority women owners.
What’s Ahead?
Our visual transformation is an embodiment of our values: authenticity, transparency, intellectual rigour, artistic expression, and dedication to building healthy, equitable communities. As we take the next step in our journey, we invite you to explore our new website, where you’ll find an even deeper look at the work we’re doing and the collaborative impact we are making happen with our clients.
SSG is ready to lead the charge in climate action planning across the Americas, and we hope you’ll join us as we continue to build a future we can all be proud of.
Join Us!
We are excited about what the future holds. Our new brand and website are just the beginning of what’s to come as we continue leading transformative climate action. Together, we can build a climate-friendly future—join us on this bold journey.
About the Authors
Alia (she/her) leads marketing and communications at SSG and consults on climate action projects for different levels of government across North America. She brings her zest for storytelling and problem solving to diverse projects, ranging from developing resources on climate action for policymakers to engaging communities on the development of climate actions.
Naomi (she/her) leads design and engagement in climate action planning at SSG. Passionate about shaping bold, transformative strategies, Naomi works closely with communities and governments to implement policies that drive systemic change towards a climate-friendly future. With over 20 years of experience in sustainability and climate policy, Naomi has advised universities, local governments, and civil society organizations.
Emi (she/they) champions SSG’s groundbreaking climate action work by coordinating the monthly SSG Newswire, managing external communication channels, and shaping SSG’s overall communications strategy.
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