Operator mys launches new eco-conscious brand

Purpose-built student accommodation (PBSA) operator mys launches its environmentally-conscious brand and website.

mys has rebranded and launched a new website further reflecting its brand identity | PBSA News
mys has rebranded and launched a new website further reflecting its brand identity.

PBSA operator mys has unveiled its new environmentally conscious brand and website, marking a significant milestone in the company’s commitment to ESG. The new branding puts mys’ core values of Community, Activism, Freedom, and Ambition at the heart of the brand.

The new visual identity is deeply rooted in the landscape and heritage of Edinburgh, where the operator is based. The colour palette draws from the historic Flodden Wall, the bog myrtle plant that grows locally, and the blossoming cherry trees on Princes Street.

Each of the brand elements symbolise mys’ dedication to visually appealing but meaningful spaces. In a bold move aligning the brand with its environmental commitments, mys has deliberately chosen muted colours to minimise the carbon footprint associated with website and producing marketing materials.

“Our rebranding is about much more than just changing our look. We wanted to make sure that our values and purpose are reflected in every part of how we run our business.”

Stuart Henderson, Operations Director, mys group

The redesigned logo incorporates the ‘y’ from mys, signifying the importance of the thread of purpose which weaves through the company’s actions and decisions; the ethos of always asking ‘why’ and how things can be done better. Creative agency We Can was behind the rebrand and new website creation.

The rebrand follows mys’ achievement of B Corp Pending status – and the operator is continuing to incorporate B Corp principles into its business practices before it officially qualifies for the full B Corp Certification.

mys has expressed its excitement to welcome investors, landlords and partners to its journey of working towards a more sustainable, ethical future. 

“From the first UX sketch through to the final decisions on images and video, our team at We Can took on mys’ ethos of do, better – and ensured that each decision we made, however small, was a conscious one to reduce carbon.

“From removing every other pixel from the images and adding an overlay to reduce the contrast; to developing a colour palette that uses less energy to display, less ink to print – we’ve worked with mys’ marketing consultants to make the brand as low carbon as possible.

“In fact, the new site achieves a carbon rating of A at websitecarbon.com – currently the best carbon rating in the industry, and cleaner than 90% of all web pages globally. This is notoriously difficult to achieve and is credit to the persistence and ingenuity of all involved.”

Spokesperson, We Can

Based in the UK, mys is a joint venture between the founding partners of Straits Capitol Limited and abrdn who together bring a proven PBSA Investment Specialist team.