Challenge

MVO Nederland no longer matched the organisation’s evolving role. Once a symbol for corporate social responsibility, the organisation had grown into a movement that activates entrepreneurs and organisations to transform the economy at its core. Given changing European developments and pressing societal challenges, the sustainability transition is more essential than ever. Yet the brand name and identity no longer reflected the ambition to help Dutch businesses grow sustainably and competitively. A new brand was needed that embodied energy, progress and collaboration, and could credibly support the organisation’s mission to accelerate market-wide transformation.

Idea

TD led an intensive brand positioning process, renewing the brand strategy, promise and visual identity.

The organisation was renamed Future Up, a name that reflects its ambition to make the business landscape future-proof by linking profit with positive impact. At the heart of the strategy lies the brand promise “Everyone Wins.”

It captures Future Up’s mission to bridge profit and wellbeing, economy and impact. The new brand story emphasises that real progress comes from taking action together. Urging companies to look beyond self-interest and recognise that success grows through collaboration.

Visually, the identity brings this mission to life with a flexible system of building blocks that form a DNA string, symbolising impact and growth. Its adaptive shapes and uplifting colours express optimism, energy and progress, turning change into a clear, modern and action-driven brand presence.

Result

With Future Up, the organisation has taken a definitive step into a new chapter. One that reflects its true ambition. The rebrand provides direction, energy and credibility to the mission of connecting entrepreneurs and organisations in the drive toward a future-proof economy. Through a renewed strategic foundation, a compelling brand promise, and a distinctive visual identity, Future Up is now better equipped to help businesses grow sustainably while maintaining competitiveness, and to make sustainable entrepreneurship the norm in both market and policy.