The Brief in Brief
The Brief
Fusion Allterra brought Founders Makers in to help position Fusion Allterra as the go-to partner for breakthrough founders in the ESG space.
- Develop a distinct sub-brand identity for Allterra under the Fusion umbrella.
- Create a clear brand narrative and visual world that reflects sustainability, innovation, and collaboration.
- Deliver an integrated organic and paid campaign to raise awareness, attract high-quality applicants, and drive engagement with the Allterra programme.
What We Did
We partnered with Diageo to build Allterra from the ground up — strategically, visually, and digitally.
Brand Naming & Identity
Developed the Allterra name and brand world — “All” for inclusivity and collaboration, “Terra” for sustainability and grounding. The identity complemented the Fusion master brand while carving out its own distinct presence in the ESG ecosystem.
Creative Assets & Vocabulary
Built a cohesive set of visual assets, lockups, and tone of voice that made Allterra instantly recognisable. Rooted in optimism, progress, and environmental purpose.
Omnichannel Campaign
Launched a 17-week digital campaign across organic, paid, and programmatic channels.
The Results
The Allterra campaign delivered strong results across awareness, engagement, and conversion — exceeding industry benchmarks.
- Generated lots of brand awareness of the Fusion Allterra programme.
- Delivered a pipeline of high-quality applicants, exceeding targets for both awareness and application quality.
Fusion Allterra now stands as a leading platform for sustainable innovation — a brand and campaign that not only elevated Fusion’s ESG ambitions but brought the next generation of change-making founders into focus.
