Business is called IC Sustainability
Our new business is called IC Sustainability. The IC stands for Inner City, our target areas, but is also intended to be a play on 'I See'.
This business is helping our customers (currently individuals) look at their use of natural resources; the amount of water and power they consume, how they get around, keep cool & warm, where they buy their food and the type of food they buy, their immediate environment such as their garden and living area. In fact, we look at their whole lifestyle and suggest ways they can lead the same lifestyle whilst leading a more sustainable lifestyle.
We perform an audit for the customer, noting all the above, then offer possible ways to improve the sustainability aspect, reduce their utility bills and save money. We also offer project management services to act on the recommendations if required.
Our driving force is using the definition of sustainability as follows;
"forms of progress that meet the needs of the present without compromising the ability of future generations to meet their needs"
Our target audience will be people living within 10km of the CBD of major cities.
They are generally professional couples (both working) or young families where both partners may be working. Generally speaking, they will be well educated (up to & including degree level) and will be living in the target area because they appreciate the convenience of living close to where they work and spend their leisure time, and where their friends are, and close to public transport infrastructure.
They also generally have some awareness of the issues, and have started taking their own measures such as using low wattage light bulbs. However we're noticing that they're looking for more ideas on what they can do to lead a more sustainable life, but don't know where to go to. Hopefully, they'll come to us.
Our logo will be featured on our website (yet to be launched) and business cards, plus our reports, and any colour scheme you decide to use will also be incorporated. Given that we're a sustainability company, use of paper and stationery will hopefully be limited.
We decided to use the word 'sustainability' because we were keen to avoid the use of words such as 'green' or 'eco', which we feel have lost their meaning as all businesses rush to prove their 'green' credentials, even when they have done nothing to change their goods & services. We're therefore trying to find a 'non-typical' look whilst still letting our potential customers know what we do. A tough ask, I know.
Given that our emphasis is on the inner city, images such as a typical city skyline (my initial thought, but anything else that may signify a city can be used) may be incorporated.
Having said all the above, I'd be happy to consider any ideas you people out there may have.