The challenge was to position E-2 as a brand that would attract high-profile entrepreneurs and business leaders who are passionate about creating lasting social change. E-2 needed to communicate its mission of leveraging business acumen for social good while establishing a powerful brand narrative and identity.

Our strategy focused on building a brand narrative that appealed to visionary leaders, articulating the concept of “The Journey to the Legacy” to inspire participation in E-2’s mission. We crafted a distinctive verbal and visual identity to position E-2 as a community of influential entrepreneurs committed to social impact. The creation of an iconic monogram symbolized this ethos, while the expanded visual language added sophistication and depth.

The comprehensive brand strategy, verbal identity, and graphic materials—including presentations, reports, invites, and event branding—helped to establish E-2 as a sub-brand of Ashoka that stands on its own. Through these efforts, Mucci.co has positioned E-2 as a hub for visionary minds united in forging a better world through entrepreneurship.