How Pounce is helping Ethica change the face of ethical investing

When digital investment platform provider Ethica needed a partner to help develop and launch their brand in-market, they knew they needed more than a standard digital agency. To do their brand justice, Ethica needed a full-service marketing agency that could offer expertise across technology, strategy and creative design. They found this partner in Pounce.


Ethica is a proprietary and purpose-built digital exchange ecosystem founded on the simple yet compelling premise that we all must do our part to ensure the continued existence of our planet and society for the future of our children. Having spent the majority of their time focusing on the creation and build of their platform, the company hadn't fully considered their brand and Go-To-Market strategies, logo design and visual identity. That’s when Ethica came to Pounce for support.


To be successful in today’s social-obsessed market, brands cannot afford for their messaging to be unclear or confusing. They need to know who their customers are and what they value, and how their brand is able to articulate that value. That’s why Pounce’s first objective was to get to know Ethica, the business drivers, philosophies, messages, and their own and their audience’s values.

Pounce Approach

Approaching these objectives in a logical order, our first task was to correct the brand’s positioning. To do this we aligned both the messaging and branding to appeal to their target audience. 

Our strategic goal for Ethica was to give them the capability to remain current with the changing business environment, which required big-picture and tactical thinking. From developing variations for the value proposition, to defining the business’s philosophy, tone of voice and identifying various customer groups, we ensured Ethica had a cohesive, clear identity across communication channels.

In the marketplace, first impressions count. So when it came to designing Ethica’s logo we wanted to align the logo design with their mission and philosophy. To ensure Ethica stood out from the crowd, we also delivered some ‘out-of-the-box’ creativity with a custom NFT seasonal range Ethica could share.. 

Another step we took to give the brand as strong a foundation as possible was to develop a Go-to-Market launch strategy. This strategic roadmap covered the entire journey from inception to launch of the new brand, meaning Ethica had a clear runway to success.

As the final element, Pounce supported Ethica’s launch at the AIBC Conference in Dubai, with exclusive seasonal NFTs and Poap souvenirs for visitors to enjoy post-event.


Ethica has now launched into the market across multiple touchpoints and in multiple countries. Their vision to empower investors and communities to create an ethical, inclusive and sustainable world is on its way to becoming a reality.

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