Bain Capital
Designing a brand-led approach to ESG
The challenge
Amid a constantly evolving landscape of regulation and polarization, Bain Capital needed to develop a clear and coherent ESG narrative to help communicate their offering and cut through the clutter to help inform key stakeholders of both their ESG strategy and own commitments.
Decode
Through an expansive exploratory insight gathering phase it was clear we needed to take a brand-led approach to ensure the ESG narrative was routed in Bain Capital’s core DNA of ‘commitment to lasting impact’. To drive breakthrough within a sea of sameness, the approach to verbal and visual communication focused on more inventive formats, expressive design, and content infused with human and impact orientated stories.
Recode
To deliver on differentiation, the new strategic narrative focused on a truly holistic approach to returns – not only financially sound and sustainable, but societally generative with a strong tie to outcomes-driven initiatives. Underpinning the strategy was a robust messaging matrix that matched core communications to the needs of a diverse stakeholder group to help build credibility through transparency and rigor, highlighting the total integration of the Bain Capital offering, and built a sense of accountability by acknowledging that progress is a journey, not a sprint.
Transform
Our strategic ESG reports have been launched as part of a holistic channel approach across a dynamic public-facing web presence, thought- leadership outreach, and robust internal rollout to ensure broad distribution. Bain Capital achieved operational carbon neutrality in 2021, offsetting emissions from 2019 and maintaining this standard thereafter. This reflects deepening climate stewardship and supports investor expectations for low‑carbon operations.
WeTransfer
Building equity for the global creative community
