MVO Nederland will now be known as Future Up

MVO Nederland is now called Future Up. The name change marks a new chapter for the organisation that helps Dutch businesses grow sustainably and competitively. The rebranding – developed by TD – is the result of an intensive brand positioning process in which the brand strategy, brand promise, and visual identity were completely renewed.

From MVO to Future Up

While MVO Nederland once stood for corporate social responsibility, the organisation has evolved in recent years into a movement that activates entrepreneurs and organisations to transform the economy at its core. The new name, Future Up, reflects that ambition: making the business landscape future-proof by connecting profit with positive impact.

The economy of today is no longer the economy of yesterday. European developments and societal challenges make the sustainability transition more essential than ever.

“The name MVO Nederland no longer matched the role the organisation wants to play in the economy of today and tomorrow. Future Up stands for energy, progress, and collaboration. Exactly what the organisation is about: accelerating market transformation at scale.”

A new brand story: ‘Everyone Wins’

At the heart of the new brand strategy is the brand promise ‘Everyone Wins’. This promise captures Future Up’s mission: building bridges between profit and well-being, between economy and impact. Total Design developed a new brand story to serve as the foundation.

The narrative emphasizes that real progress doesn’t come from waiting, but from taking action. Together. Companies that look beyond their own interests and understand that success is achieved because of each other, not at the expense of each other, are the driving force behind a future-proof economy.

Visual identity: building blocks of progress

Future Up’s new visual identity translates this brand promise into a strong, recognizable, and flexible visual system. The concept is built around building blocks that form a DNA strand — a visual metaphor for impact and growth.

The identity is designed to be adaptive and scalable, allowing Future Up to communicate consistently and inspiringly. The shapes and color palette radiate optimism, energy, progress, and decisiveness: a brand that doesn’t just talk about change, but makes it visible.

“Future Up dared to take the step of reinventing itself, strengthening its mission in the process.”

This rebranding is a strategic step forward. The new identity provides direction, energy, and credibility to the ambition of connecting entrepreneurs and organisations in the mission toward a future-proof economy.

About Future Up

Future Up helps businesses grow sustainably and remain competitive in a changing economy. Through practical programs, strategic collaborations, and impactful public affairs, the platform for a sustainable economy creates a level playing field and tangible impact. The goal: making sustainable business the standard in both the market and policy.