Full Rebrand & Brand Toolkit
I rebranded Rethink Partners, evolving an outdated identity into a clear, confident brand that better reflects their strategy and the way they work. The project began with a thorough briefing process to refine their vision, mission and values, creating a solid foundation for the visual direction.
I developed a new logo and colour palette designed to convey trust, expertise and a human, collaborative approach. Building on this, I introduced a distinctive icon and illustration style and refined the use of their existing photography to create a recognisable identity.
The rebrand extended across all touchpoints, including a comprehensive toolkit of templates for PowerPoint and Word, logo variations, icons and illustrations, as well as refreshed infographics, reports and the website.
·· Designed during my time at Blue Cactus ··
Full Rebrand
I led the rebrand of The Neurological Alliance, replacing an outdated visual identity with more confident approach aligned with their mission and values. The project began with a collaborative session to sharpen their messaging and define a strong foundation for the brand.
From there, I carried out competitor research and developed a new visual identity, including logo, colour palette, typography and direction for imagery and illustrations. The focus was on creating something modern and accessible that could handle complex, content-heavy communication without losing clarity.
The result is a flexible, cohesive brand that works across everything from detailed reports to national campaigns, supporting the Alliance’s work with the NHS, government and partner organisations.
Design Guidelines
I created a 200-page design guideline document for use across all Decathlon UK stores, produced for print and as an interactive PDF. Starting from scratch, the project involved reviewing a wide range of existing templates – from ads and digital assets to in-store displays – and bringing them together into a clear, consistent system.
Working with a newly established in-house design team, I standardised templates, defining everything from logo usage, colour palettes, typography, photography and graphic elements as well as detailed application of these elements within stores and marketing material.
The final guidelines provide a practical reference for maintaining brand consistency across all channels and in all stores.
Full Rebrand & Brand Toolkit
I played a key role in the full rebrand of ICSA: The Governance Institute, a professional membership body for company secretaries. Led by the Marketing Director, this was a large-scale transformation involving a complete overhaul of brand strategy and visual identity.
The project began with a comprehensive audit of more than 250 existing assets – from books and training materials to events, awards, certificates, stationery, signage and digital content. Based on this, I redesigned the entire suite of materials, creating a consistent and modern visual language that could be applied across every touchpoint.
Alongside the core identity of trust and leadership, I developed extensive template toolkits for internal teams and regional branches, ensuring the brand could be used confidently and consistently at scale. The result was a flexible system that brought clarity and professionalism to a previously fragmented set of communications.
