Chief Sustainability Officer / Head of ESG
Need to demonstrate measurable sustainability impact while maintaining business profitability.
Meaningful Planet case study
Designing Meaningful Planet's new website to pivot from B2C to B2B
Meaningful Planet case study
Meaningful Planet is a UK-based telecom provider that funds ecology and restoration projects through a portion of its revenue. As the company shifted its focus from B2C to B2B, it needed a website that better communicated its value proposition to businesses looking to meet their ESG commitments.
You can check out the old B2C website here on Web Archive.
Need to demonstrate measurable sustainability impact while maintaining business profitability.
Mitigate ESG-related business risks from incoming regulations and drive long-term value creation.
Optimise service quality and operational efficiency while meeting sustainability goals.
Because the company was in the middle of a pivot from B2C to B2B, its positioning and messaging were still evolving. Before designing the website, I worked closely with the CEO and CMO to clarify the value proposition, target audience, and business goals.
I facilitated several ideation sessions and created concepts and wireframes.
To support the transition to B2B, I established a consistent visual foundation that balanced Meaningful Planet's sustainability-focused brand with a more professional, enterprise-oriented aesthetic. Reusable UI elements also helped speed up development and maintain consistency across the site.
The design was built around a modular system of reusable components, making it easy to create pages for different audiences while supporting future expansion.
Once the design was ready, I worked closely with the developer throughout the implementation process, helping refine the live experience, reviewing builds, and ensuring the final website helped Meaningful Planet achieve all of their goals.
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