Founded in 2016 by Leon O’Brien and Mandy Donaldson, Sustainable ICT has led the way in crafting sophisticated software and infrastructure solutions. Esteemed for partnering with giants like BHP and Microsoft Consulting, their service has always been about pioneering in the tech landscape. With ambitions to not just serve but innovate, their vision steered towards a product-led, service-backed model, aiming to address complex challenges head-on.

The pivot to a product-centric approach necessitated a brand evolution for Sustainable ICT. As they developed niche software solutions—ranging from dust emission reporting to AI enhancements for IT departments—they needed a brand that mirrored this innovative leap. The challenge was to encapsulate the essence of their software’s truth and integrity within their brand identity.

After a thorough discovery and research phase, the revelation for the brand strategy came from understanding the core of their software: unvarnished truth. This insight birthed the brand’s new name: ‘knowble.’ A clever melding of ‘no bullsh*t’ and ‘noble,’ it perfectly captured the brand’s ethos of honesty and excellence.

The identity was anchored by the brand’s tagline ‘Sharp Thinking’. The arrow iconography, used throughout the rollout, was inspired by Robin Hood and symbolised precision in the noble pursuit of truth. The revamped colour palette of navy and electric blue conveyed a sense of trustworthiness and helped to make the brand feel more sophisticated and professional. Custom illustrations added personality and approachability, reflecting the friendly, down-to-earth nature of the brand’s owners.

The rebrand to knowble marked a significant milestone, aligning the company’s strategic shift with tangible success. Recruitment numbers quadrupled, and recruitment expenses decreased dramatically, underscoring the brand’s appeal and effectiveness in attracting top-tier talent. This signals a promising trajectory for knowble’s growth and market presence.