Newton, a specialist in the world of responsible and sustainable investing, needed to separate itself from the sea of competitors in this space and their cliched imagery of wind farms and solar panels. Our approach was to show that it is Newton’s clear sense of purpose that sets it apart. We created the campaign line ‘Invest with purpose’ and used a distinctive black and white design aesthetic inspired by Newton’s logo to unpack the benefits of this approach in a highly branded and distinctive way.