Table of Contents

1. Why we do this at all
2. What a free branding project with us actually entails
3. Who can apply
4. What we expect in return
5. And what if you aren't chosen?
6. How the application process works

1. Why we’re doing this in the first place

At 2bu design, we call this ambitious, because standing still is not an option for us: We want to actively make the world a better place through giving and sharing. Behind this lies a second idea that is just as important to us: we prefer to work with Brands that care about more than just profit – works with like-minded organisations that treat people, animals and our planet with respect, and whose messages raise awareness and bring about lasting change.

In practical terms, this means that for this programme, we are looking for Animal welfare organisations, whose work moves us and who could make an even greater impact with a clearer brand identity.

2. What a free branding project with us actually entails

Starting from a shared Briefing meeting that is how it comes about sustainable branding for your organisation. You’ll receive the largest package from us. With the Package L you’ll get a clear Strategy Guideline and a comprehensive Design Guidelines, which you can use to set up and manage all your touchpoints yourselves.

The strategy includes your Brand essence, the Positioning and the Brand Personas. The design guidelines contain the Logo, the Colour scheme and typography, the Visual language as well as our own Pictograms and illustrations. It also contains the Fire Protection System, which uses visualisations to show what your brand looks and feels like.

The specific design of individual touchpoints (–) – that is, ready-made social media templates, a innovative website or various print applications, such as a appealing editorial design – is not included. You’ll gain that all-important foundation on which your organisation can build. If you already have strong branding and a sound strategy, we’d be happy to work with you to assess whether you might benefit from a Social media project is more effective.

3. Who can apply

How to tell if your project is suitable for this programme:

• Your organisation is involved in Animal welfare, you rehome animals, look after strays, run a sanctuary or manage a wildlife rescue centre.
• You are mainly funded by government funding or donations rather than through traditional sales.
• Your location doesn’t matter for now – –, we’re working international, Applications from abroad are expressly welcome.

We want to make a difference. So, the clearer your mission and the greater the impact you could achieve with a stronger brand, the more suited you are to this programme. But please don’t be put off: first come, first served…

4. What we expect in return

A free branding project is, for us, not a one-way street. We believe in Collaboration on an equal footing – applies precisely when no fee is involved. A commitment is not created by an invoice, but by mutual respect; therefore, our fundamental wish is:

• Getting to know each other openly right from the start – is the foundation for everything that comes after. It’s important to us that you’re just as keen on the project as we are.
• After that, it’s up to you to decide – Whether you choose to play an active part in the process or leave the rest entirely to us is entirely up to you. Either option is fine by us.
• Permission to publish –: The project may be featured as a case study on our website, in our magazine and on our social media channels.

As your project is completely free of charge, the following are also Reference modules an integral part of the collaboration. In the case of a standard, paid project, these same components would result in a discount of 40 % (see section 5 for more details):

• A reference image for free use for us, for example, on our website, on social media or as an advert.
• A social media post on your channels, in which our joint project is showcased.
• A blog post on your website about the collaboration and shared on your channels.
• Our acknowledgement as the author or branding agency iin the legal notice section of your website, with a link to our website

In addition, we’re of course always delighted to receive a positive review on Google or Facebook, or to collaborate on a joint press release. Neither is compulsory, but both are a lovely gesture.

„When we take on a project, it’s not just about the organisation we’re supporting and the animals that will hopefully benefit from it. It’s also about 2bu design –, about the work we’re able to put our heart and soul into, and about the attention that benefits both of us.“

Katrin Tindler-Kempen | Owner of 2bu design

5. What if you aren’t chosen?

I’m sure there’ll still be a trickle of applications even after the two free places We are still accepting applications. Therefore, every application that meets the specified requirements will receive a guaranteed discount of 20 % Here’s to our sustainable branding project –, regardless of how many of the following reference modules you can supply. For each additional module, there will be 10 % discount on top of that, totalling up to 60 % discount:

Our aim is to do something for Animals, People and the Environment to promote – beyond just animal welfare. Does this mean you’re not an animal welfare NGO, but are instead involved in vegan hospitality, environmental protection, coaching or the health sector, or running a sustainable start-up? The same reference modules and discounts from the – table above apply to you too, but without the guaranteed 20-% base rate, which applies specifically to animal welfare NGOs. You can find out more about the entire system in our article on Trust as a business strategy.

6. How the application process works

The first consultation is our standard one Coffee Date so we can get to know each other. You can simply book it via our website on Calendly e.g. here, below the article and please answer the questions about your organisation as fully as you can. The aim is to enable us to prepare for the meeting in advance so that none of us wastes any of our valuable time. Often, this initial conversation alone leads to the Briefing meeting, during which we’ll work together to determine the direction your brand, –, should take and whether both parties can actually meet the conditions set out.

Table of Contents

1. The background: Why referrals deserve more than just a thank you
2. The thought process: three approaches, three logics
3. What came of it: The referral programme
4. The result: support initiatives offering genuine value in return
5. What has become of it: the NGO support project
6. What we deliberately do not cover under – and why this is important
7. What we have learnt from this

The background: Why referrals deserve more than just a thank you

A brand rarely grows through advertising alone. It grows through people who stand for the same cause and help each other to be seen. Anyone interested in Sustainability, Animal welfare Or, when striving for a more conscious economy, one rarely achieves the goal of – on their own, but rather through a network of people and organisations who support one another, recommend one another and stand up for one another. It was precisely this principle that we did not want to leave to chance, but rather to consciously incorporate into the way we work.

When someone opens up their own network to us and takes a risk in doing so – after all, they’re putting their own reputation on the line – then that’s more than just a footnote. It is Work, even if it doesn’t feel like it. And also a Reference It’s work: investing time, having your photograph taken or being filmed, and talking openly about the collaboration. Work that raises our profile or leads to a genuine project should also be remunerated accordingly.

This line of thinking did not result in a single programme, but in three – programmes – because not every form of support is the same, and because we did not want to treat everything in the same way.

The thought process: three approaches, three logics

The more interesting question wasn’t „How do we say thank you?", but „What exactly are we thanking them for?" A direct referral leading to a signed project is quite different from an honest Google review. And an honest review is, in turn, quite different from the generosity of an NGO that dares to apply for a free project, even though the competition is fierce.

So we have developed three logical frameworks:

• Anyone who sends us a specific project brokers, bears the business risk with – – that deserves a Commission.
• Anyone who follows us on another way Support, for example through a review or an article, deserves recognition in the form of a Discounts on your own collaboration with us.
• And because animal welfare is particularly close to our hearts, we One full branding project free of charge twice a year in order to Non-profit organisation from the Animal welfare.

Three programmes, one shared philosophy: anyone who places their trust in us or helps us raise our profile should actually benefit from it – – is more than just a thank-you note.

What came of it: The referral programme

Anyone who introduces us to someone who is looking for exactly what we do, and where this contact leads to a genuine project, will receive 15 % Commission based on the value of the first project. The process is very simple: you make the contact, and the person books with us Coffee date, and you’ll receive your commission once the contract is signed.

So: a recommendation, a project, a commission. What is particularly important to us here is that we do not want to build a system that feels like network marketing. It’s all about genuine recommendations – because we stand for a common cause. And that’s not all. Perhaps your customers would also like to know that you work with brands and people who share the same values.

The result: support initiatives offering genuine value in return

Not every form of support can be converted into a commission. Some gestures are smaller, but just as valuable – –: a picture, a social media post, a blog article, a credit as the creator. To ensure that nobody has to do the maths or haggle over this, there’s a simple rule: Every action counts 10 %.

Ein Blog post It only counts if it’s also shared on social media – – – after all, the link should actually be visible, not just appear on your own website. The Crediting as the author is deliberately kept flexible and can appear wherever it makes sense in terms of content: in the website’s legal notice, on the call-to-action slide of a social media post, in the legal notice of an editorial project, or in the margin of an event roll-up. A Video testimonial This is only possible from the second project onwards. A video like this thrives on genuine support for –, and you can only do that if you’re truly convinced by the collaboration. 

What this might mean in practical terms: First project: A reference with an image (10 %) plus a social media post (10 %) plus a blog article (10 %) plus attribution as the author (10 %) add up to 40 % discount on the first project. Second project: If another project is added, the video testimonial is now also available. A reference with an image, a social media post, a blog article, a mention as the creator and a video testimonial together amount to up to 50 % discount to the new project.

Recommendations and Testimonials should always reflect the actual working relationship. We therefore never ask for a specific star rating or pre-written text (–), but solely for an honest, genuine opinion. Furthermore, we ask all project partners to comply with the respective guidelines of the platforms, particularly regarding the labelling of advertising or consideration.

With all our projects the following applies: Right of reference use. This means that, unless otherwise agreed in writing, we will publish the resulting work – as case studies on our website and across our communication channels. As a token of appreciation We grant our clients the agreed rights of use at no extra cost. For us, this is part of a fair working relationship: good work should be put to use by both sides.

"We wanted a system where nobody feels they have to do or sell anything –, but one that simply recognises what happens anyway out of genuine conviction."
Katrin Tindler-Kempen | Owner of 2bu design

What has become of it: the NGO support project

Some effects cannot be measured in percentages. That is why we twice a year a branding project, completely free of charge for a Non-profit organisation from the Animal welfare to. From among the applications, we will select the non-profit organisation whose cause and impact move us the most. Of course, it also matters whether you get in touch right at the start of the year or after the other places have already been allocated.

What is particularly important to us is that the application process should have been worthwhile even for the non-profit organisations that were not selected. In addition to the same support measures as regular customers, all NGOs that were not selected will receive a guaranteed additional discount of 20 % –, regardless of how many reference modules they can supply. In total, this means that non-selected NGOs can receive up to 60 % discount on her first branding project.

We explain this in more detail, along with exactly how the application process works, in our article on Free branding for animal welfare NGOs. In the end, what matters is not who wins, but that as many principled non-profit organisations as possible can afford a strong brand.

What we deliberately do not cover under – and why this is important

Perhaps the point here isn’t so much about rewarding as much as possible, but about staying true to ourselves. Likes, simple comments or small gestures on social media make us very happy – they’re part of a vibrant community, and that’s exactly what we want. Even a Review on Google or Facebook and a Press release are very welcome here. But we’re not paying for it.

Paid endorsements breach the platforms’ guidelines, and they would go against everything we stand for: honesty without marketing gimmicks. We still value reviews, though – just not in terms of percentages.

The story behind the brand

The brand Innocent Drinks was created in London in 1999. Three friends – Richard Reed, Jon Wright and Adam Balon – sold smoothies made from fresh fruit at a music festival. The visitors were asked to decide whether the founders should quit their jobs and start the company.

The vote took place with two rubbish bins:
„Yes“ or „No“.

The „Yes“ bucket was full.
The rest is brand history.

Innocent focussed on three things right from the start:

• simple ingredients

• Transparent communication

• a human brand voice

Today, the company sells millions of smoothies every year and is one of the best-known beverage brands in Europe. At the same time, the original claim remains visible: Produce good products and take responsibility.

Sustainability as part of the corporate strategy

Sustainability is a marketing issue for many brands. At Innocent, it is part of the business strategy.

For example, the brand is part of the movement B Corporation. Companies with this certification undertake to comply with social and ecological standards and to undergo regular audits.

Innocent's key sustainability goals include

• Climate-neutral production

• Responsible sourcing of fruit

• More sustainable packaging

• Long-term partnerships with farmers

One important project is the new production facility in Rotterdam, the so-called „Blender“. The plant was designed so that it can run entirely on renewable energy.

The aim: to produce drinks without unnecessarily increasing the ecological footprint.

Of course, critical thinking remains important here too. Beverage production, transport and packaging always have an impact on the environment and resources. The question is therefore not: Is a company perfect?
But rather: Is it moving in the right direction?

Social commitment – the Innocent Foundation

In addition to environmental projects, Innocent is heavily involved in the social sector. Part of the company's profits flow into the Innocent Foundation.

This foundation supports projects worldwide that work against hunger and poverty – especially in regions where fruit is grown.

The foundation focuses on programmes that:

• Improving food security

• Promoting sustainable agriculture

• Strengthen local communities

To date, the organisation has invested millions in social projects. An approach that shows: Corporate Social Responsibility can be more than just an image project if it is conceived for the long term.

The role of humour and humanity in branding

Another reason for the success of Innocent Drinks is the unique brand voice.

While many food brands communicate in a sterile or functional way, Innocent focuses on humour. Small texts, puns and friendly comments can be found on the packaging.

These seemingly small details fulfil several functions:

• they make the brand approachable

• they increase recognisability

• they convey values without moralising

One example of this is the famous „Big Knit“ project. People knit small woollen hats for smoothie bottles. For every bottle with a hat sold, the company donates money to aid organisations for older people.

What appears playful at first glance is actually clever community branding.

Why this brand works so well strategically

Innocent's success lies not only in the product. It lies in the clear brand strategy.

The brand combines several elements into a consistent identity:

• Simple, natural products

• Transparent communication

• Humour and personality

• Social responsibility

The logo with the little halo is a good symbol for this. It does not signalise perfection, but an attitude: We try to do things better.

In keeping with this, the entrepreneur said Richard Reed once:

„If you try to build a business that is good for people and the planet, profit can follow.“

This perspective is also confirmed by research. Studies show that consumers trust brands more when they Clearly communicated values represented.

Oatly is not oat milk. Oatly is a statement.

Oatly does not sell a product. Oatly sells an attitude.
And this is not marketing speak, but a strategic decision.

While many food brands rely on Health Claims, and soft-pedalled promises of sustainability, Oatly does something completely different:
The brand speaks. And in the way that brands actually should not speak.

This is particularly evident in social media marketing. Here you can see how Brand Strategy becomes a living language. Humour is not a nice extra, but brand-defining element. Oatly uses language as a tool to reduce distance, generate attention and create cultural relevance.

Or to put it another way: Oatly doesn't want to please. Oatly wants to resonate.

Brand Strategy: The conscious decision in favour of the Challenger role

Every strong brand voice begins with a clear strategic stance. At Oatly, this is: We are the disruptive factor.

The brand strategy is based on a few basic assumptions that are implemented extremely consistently:

• The market is full of interchangeable messages
• People have had enough of slick brands
• Sustainability needs honesty, not a glossy façade

Oatly deliberately positions itself as a Challenger Brand. That means:

• Do not adapt, but question.
• Not to explain, but to comment.
• Don't try to convince, but allow discussion.

This strategy is directly reflected in social media marketing. Oatly does not communicate about the community, but with her. Comments are allowed to contradict. Campaigns can be offensive. Posts can be absurd.

The result: a brand with clear edge, which not everyone likes – but which remains relevant for precisely this reason.

Tone of Voice: Cheeky, self-deprecating, human – and maximally conscious

Oatly's Tone of Voice seems spontaneous. But it is not.
It is highly strategic.

The language follows clear principles:

• Everyday language instead of marketing language
• Irony instead of instruction
• Personality instead of perfection

Oatly writes the way people think. Disorganised. Honest. Sometimes slightly annoyed. Sometimes overly reflective. Often with a humorous twist that breaks expectations.

Important: Humour is never just for entertainment. It is Signal transmitter.
He says: We don't take ourselves more seriously than the cause. 
And that is precisely what makes the brand credible.

In the social media context, this language ensures high Shareability, strong community loyalty and recognisability – even without a logo.

Humour as a brand tool – not as a gag

Many brands „do humour“. Oatly is humorous.
That is a big difference.

Humour at Oatly fulfils several functions at the same time:

• It lowers the entry barrier to complex topics such as sustainability
• It makes attitude accessible without appearing moralistic
• It creates emotional closeness

The humour is often deliberately unwieldy. Texts are long. Statements seem almost too honest. Some messages read like internal thoughts made public by –.

That creates irritation.
And irritation generates attention.

Humour is therefore not an end in itself, but part of the communicative brand architecture. It helps to ensure that Oatly is not only seen, but also remembered.

Social media as an extension of the brand identity

Oatly does not use social media as a sales channel, but as a cultural platform.
Every post follows the same logic as packaging, OOH or website:

• same language
• same attitude
• The same desire to break the rules

This also means:
No trending hashtags without meaning.
No copy-paste CTAs.
No empty sustainability claims.

Instead, content is created that feels like commentary on the zeitgeist. Social media becomes a stage for brand personality – not a discount wall.

This is a key realisation for sustainable brands:
Consistency beats volume.
And attitude beats reach.

„Your brand is what people say about you when you're not in the room.“

Jeff Bezos | US-American entrepreneur and investor

Oatly ensures this in a very targeted way, what – is said through language, tone of voice and the courage to be uncomfortable.

Why there is not just one correct file

Your logo may be the same everywhere – but the file requirements are not. After all, a social media post needs different specifications than a T-shirt print or a business card.

Important to understand:

• Not every file format is suitable for everything

• Colour modes such as RGB and CMYK determine whether your design looks good on screen or in print

• The Resolution (dpi) decides whether the whole thing is pixelated or crisp and sharp

It sounds like nerdy stuff, but it's the be-all and end-all for a consistent – look and saves you nerves when working with print shops, service providers or online shops.

File formats: Which for what – an overview

In design, we basically distinguish between two file formats: Raster graphics, which consist of individual pixels, and Vector graphics, which can be scaled without loss.

Raster formats – for photos & web graphics

These formats consist of Pixels and are Not infinitely scalable:

• JPG / JPEG

  • Most common format for photos

  • Compressed, therefore smaller file size

  • No transparency possible

  • Good for: Web, social media, newsletter

• PNG

  • Supports transparency (e.g. for logos without background)

  • Compressed without loss

  • Larger than JPG

  • Good for: Websites, presentations, small printed matter

• TIFF

  • High-quality image format without loss of quality

  • Very large file size

  • Good for: professional printing, archiving

Vector formats – for logos, icons & printing

These formats consist of mathematical forms and are Scalable as required – without any loss of quality:

• SVG

  • Ideal for web and responsive designs

  • Small file size, but not printable everywhere

  • Good for: Websites, online icons, illustrations

• EPS

  • Classic vector format for printing

  • Often required by printers

  • Good for: Posters, banners, advertising material

• PDF

  • Universal format for print data

  • Can contain both raster and vector data

  • Good for: Print approvals, proofs, flyers, brochures

Tip from us: Always ask your agency to a selection formats. So you are equipped for all applications – from the website to the exhibition stand.

Colour mode: RGB vs. CMYK – Screen or print?

Colours are not the same as colours – at least not digitally. The question is: Does the colour light up (RGB) or is it printed (CMYK)?

RGB – for digital applications

• Stands for Red, green, blue

• Colour mode for Monitors, smartphones, websites

• Bright, powerful, lively

• Colour space is larger, but not printable

CMYK – for printing

• Stands for Cyan, magenta, yellow, key (black)

• Colour mode for Print products of all kinds

• Colours often appear duller than on the screen

• Important for: Business cards, posters, brochures, packaging

Important: RGB data looks great on the screen, but can be disappointing in print. Therefore, all print data must always be in CMYK converted – are ideally already before the design process, to avoid unpleasant surprises.

Resolution: What does dpi actually mean?

dpi = dots per inch –, i.e. how many pixels are displayed per inch. The higher the number, the sharper will be the result. But: Not everything needs 300 dpi.

The most important dpi values at a glance:

• 72 dpi

  • For: Web, screen, social media

  • Completely sufficient for digital display

  • Fast loading, small file size

• 150 dpi

  • For: simple office printouts, presentations

• 300 dpi

  • For: professional printing

  • Business cards, flyers, brochures, packaging

• 600+ dpi

  • For: very fine prints, e.g. art prints or labels

Fun Fact: An image with 72 dpi looks good on the screen, but pixelated and blurred in print. Conversely, a 300 dpi image is oversized for the web and results in long loading times.

What does this mean for sustainable companies?

Sustainability doesn't end with eco-paper – but starts with the paper itself. Clear communication of your brand. If you:

• uses the right formats for each channel,

• colour profiles consistently and

• work with a smart resolution,

...you not only avoid mistakes, but also unnecessary reprints, Returns or hours of queries with the print shop. This saves Resources, nerves and CO₂.

The file format – jpeg, png or gif

For convincing web performance, it is crucial to keep image data as slim as possible without losing impact. If you ignore this, you risk high bounce rates and wasting valuable SEO potential. But don't worry: with a few targeted measures, loading times can be minimised – without sacrificing good design.

Images are far more than just visual decoration. They contribute to branding, control emotions – and are (correctly integrated) real conversion boosters. This makes it all the more important to understand which image formats are suitable for what and which technical settings make sense.

The most common image formats on the web

• JPEGIdeal for photos, good ratio between quality and file size.

• PNGSupports transparency, better for graphics with few colours.

• GIFOld, but still relevant for animations (e.g. in newsletters).

JPEG (Joint Photographic Experts Group) is probably the best-known image format on the web – and for good reason: it offers high compression combined with high image quality. Colours are displayed realistically and even with a reduced file size, the image usually remains clear and rich in detail. This is why JPEG perfect for photos and images with many colour gradients.

PNG (Portable Network Graphics) also compresses effectively, but in a different way: It reduces the number of colours used, which shrinks the file size. The more compression, the smaller the colour spectrum. The big advantage: unlike JPEG, PNG can be Display transparencies – is ideal for logos or icons that need to blend seamlessly into a background. This is why PNG is particularly popular for Graphics with few colours and transparent backgrounds.

GIF (Graphics Interchange Format) is no longer technically up to date, but is still used for simple purposes. It can also display transparency, but is limited to only 256 colours limited to –, which can look unnatural in photos. The big plus point: GIFs can be be animated. That is why they are still popular for small animations, e.g. in newsletters, chats or as reaction graphics.

Resolution, image size & compression – what really counts?

The distinction between file format, image size and file size is essential for web optimisation. While the Format describes the type of file (JPEG, PNG etc.), the Image size Information about the number of pixels (e.g. 1920x1080 px) –, i.e. how large the image is displayed on the screen. The File size on the other hand, shows how much storage space an image actually needs.

Many images that come directly from a camera are oversized. This may look stylish, but is of little technical benefit. For most websites, a maximum width of 1920 px is completely sufficient. Anyone with a higher resolution risks slow loading times – a real problem, especially on mobile devices.

Important: Images should never be uploaded large and then scaled in the CMS. This not only has a negative effect on the display, but also unnecessarily inflates the amount of data. It is better to crop the images beforehand and optimise them specifically for the web – so that the quality remains good and the loading time short.

Best practices for image sizes

• Images for fullscreen header: max. 1920 x 1280 px

• Thumbnails: 300 x 300 px

• Blog pictures: 1200 x 800 px

• Always: same aspect ratio (e.g. 3:2 or 4:3)

Compression – Preserve quality, save weight

The aim is to achieve a smart compromise between file size and image quality. The more compressed an image is, the faster the page loads – but also the higher the risk of loss of quality. Especially with small images, too much compression can quickly lead to blurring.

With tools like Photoshop, Squoosh or TinyJPG the image quality can be reduced in a targeted manner without it being immediately visible. In Photoshop, this works very simply via „Export for Web“. Here you can set the quality (e.g. to 60 %), select the format and define the final image size.

Important: Anyone scaling images should ensure that the Maintain aspect ratio – otherwise it will quickly become distorted. Also: Consistency is key! If you're constantly jumping between formats and aspect ratios, you'll quickly look unprofessional.

Tools & tips for compression

• PhotoshopExport „Save for web“

• TinyJPG / TinyPNGfurther compression without visible loss of quality

• Image ratio: best to keep 3:2 or 16:9

• Beware of scaling in the CMS – better adapt beforehand!

File names & Alt texts – The SEO boost

Search engines cannot (yet) see what is on images. They rely on meta information – especially on the File names and the so-called Alt attribute. If you work cleverly here, you not only improve your ranking, but also make your website more accessible.

The rules for SEO-compliant file names are simple, but are often ignored: no spaces, no umlauts, no special characters. Instead: short, clear terms with hyphens that precisely describe the image content. The alt attribute should also be filled sensibly – not only for SEO reasons, but also for users with screen readers.

So „IMG_4589.jpg“ becomes „vegan-brunch-düsseldorf.jpg“. Sounds completely different, doesn't it?

SEO tips for image data

• File namesmall, with hyphens, without umlauts/special characters

• Alt tagshort, descriptive texts („Breakfast plate with avocado“)

• Avoidcryptic camera designations or empty alt fields

• Also think about accessibility – Pictures are more than decoration