Brief:
Founded in 2011, Spur was initially focused on men’s mental health. As their mission expanded to various social issues, they sought a rebrand to reflect their broader impact and commitment to solving the world’s toughest social challenges.
Idea:
We developed the new name ‘Mettlesome’, meaning full of spirit and courage, embodying their values of bravery, curiosity, and kindness. Our new tagline ‘Brave ventures for good’, educated their audience about their mission and positioning as a ventures studio with non-profit roots.
Execution:
The design uses a vibrant vermillion orange, an ‘M’-shaped flag device, and a striking wordmark with sharp serifs to signify a call to arms and readiness to create positive change. Featuring historical figures the client team admired like Katherine Johnson and Boudica, as well as their own hand-drawn annotations, the identity was a co-created effort to build their own definition of what it means to be Mettlesome.
