Impact Unbound – Defining a Billion-Dollar Tech Company

Since its founding in 1999, UST has evolved from a small start-up to a full-service digital transformation firm with a powerful mission: transforming lives. Today, UST is a mission-driven group of 30,000+ practical problem solvers in 30+ countries.
After 20 years in business, we set out to create a bold UST brand that authentically tells the world who we are and the impact we make. We created a new strategic brand platform, visual identity and digital experience for UST that reflects our modern vision and positions the company in the market as a premier digital transformation partner.
The UST acronym no longer stands for three words. Instead, the letters and our new logo represent what makes us unique. Our new logo stands for innovation. It's dynamic, adapting, ready to solve any problem, just like UST.
A single square serves as an anchor, representing the building blocks and tools UST uses to construct unique solutions. The square also serves as the primary inspiration for the new brand’s overall visual identity. There are four distinct iterations of our logo. Each contains the letters U, S and T combined with the anchor point in a unique arrangement, allowing for flexible design options.
UST’s proprietary icon library was built from scratch to represent general concepts. Each icon borrows the square of the logo, evoking the building blocks and tools UST uses to construct unique solutions. Photos take a lifestyle approach, capturing human interaction. This approach differentiates us from dull photography that is often associated with consulting.
UST’s evolving from a house of brands to one global brand. That’s what UST does – bring together all of these different tools and capabilities into one toolbox. UST’s strategic messaging builds on one brand idea: Building for boundless impact.
Since its launch in 2021, the rebrand has pushed UST to new heights. The new identity has been activated globally across 30 countries and repositioned in the market. UST has earned more than 327,095 new social media followers, 151% increase in organic social media impressions, and there has been 512% growth in traffic to UST’s website.