Sustainable by Design: The Story of Novata’s Brand

In this special edition of Sustainable Intelligence to recognize Novata’s 4th anniversary, host Ella Williamson is joined by Rachel Yoo, Founder & CEO of Hiro, and Nadia Haile, Lead Designer & Strategist at Hiro, to reflect on the journey of building Novata’s brand.From naming and visual identity to brand voice and evolution, we unpack what it really takes to create a sustainability brand that feels credible, human, and built to last. You’ll hear how Novata, a blend of “nova” (new light) and “data,” became the foundation for a brand rooted in purpose and clarity. Plus, they explore how great brands show rather than tell to lead in a crowded marketplace.Whether you’re a founder, marketer, or sustainability leader, this episode offers an inspiring look at branding with purpose and how it evolves as you grow.