MUSE Platinum

2022

Impact Unbound – Defining a Billion-Dollar Tech Company

Entrant Company

UST

Category

Corporate Identity - Brand Identity

Client's Name

Country / Region

United States

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.

Credits

Chief Marketing Officer
Leslie Schultz
Chief Operating Officer
Manu Gopinath
Global Head of Digital Platforms & Partner Marketing
Youssef Mogadam
Global Brand Lead
Maya Rafie
Global Design Lead
Ashley Adams
Brand Program Manager
Anu Koshy
Digital Brand Program Manager
Jaikrishnan (JK) Muraleedharan
More Platinum Winners
Video
2022
MUSE Advertising Awards - Long reads: the future of DNA sequencing
Oxford Nanopore Technologies

Entrant Company

Phospho Ltd

Category

Video - Technology / Science

Country / Region

United Kingdom

Integrated Marketing
2022
MUSE Advertising Awards - RollTrac: Bring it On

Entrant Company

Gravity Global

Category

Integrated Marketing - Integrated Marketing Materials

Country / Region

United Kingdom

Branded Content
2022
MUSE Advertising Awards - Clarks and New York - Soles of the City

Entrant Company

Clarks Originals

Category

Branded Content - Branded Content / Other___

Country / Region

United Kingdom

Video
2022
MUSE Advertising Awards - Dodge Gave Me A Free Hellcat for Science

Entrant Company

GW

Category

Video - Automotive

Country / Region

United States

This site uses cookies to offer you a better browsing experience. Find out more on how we use cookies and how you can change your settings.
Cookie Policy