‍

The Goal

Internally, people couldn’t explain who we were anymore. Externally, the market didn’t know what we stood for. A 2020 staff survey showed 70% wanted a visual refresh, but it wasn’t just about looks. There was a disconnect in message, meaning, and identity.

Nobody really put their hand up to lead it. So I did.
I wasn’t asked. I just knew it had to be done and I knew I could do it.

• Bring clarity back to what we stand for
• Build trust across the business
• Align the brand with our new solutions-driven strategy
• Reignite pride, purpose, and presence

‍

Scope: Global brand strategy, identity, rollout

Team Impacted: 500+ staff across 16+ countries

‍

‍

‍

‍

The Strategy

I took a full creative director lens to the job, not just designing a logo, but building a system.
It meant getting deep into the business, from global to local teams.

‍

What was the hypothesis

We believe that creating a new brand direction for Accedo will achieve a consistent vision that will inspire our people to look into the future and maintain a strong connection to our clients while supporting our position in the market. 

We want to establish a visual identity and attitude that is distinct to Accedo - one that reflects our company values, while positioning us as innovators with curious minds and big ideas. We aim to be bold, we aim to excite, we aim to inspire, but in an open and approachable way.

‍

What I did:

• Flew to HQ to lead in-person workshops
• Ran 1-on-1 stakeholder interviews across departments
• Aligned with marketing, sales, product, people & culture
• Created and tested three full brand directions
• Built alignment through showcases and iterations
• Took full ownership of creative, storytelling, and delivery
• Held the line on consistency without losing momentum

‍

‍

The Execution

With one direction locked in, I built a full brand ecosystem:

• New logomark, colours, type
• Flexible design system that worked across every region
• Look and feel aligned to strategy: bold, curious, approachable

‍

Brand Rollout

• Reskinned websites – Accedo.tv, Hibox, Accedo One
• Slide decks – master templates for every department
• Sales material – case studies, whitepapers, banners
• Internal branding – handbooks, manuals, internal training
• Launch campaign – social templates, giveaways, office branding
• Docs & ops – business cards, invoices, contracts, legal T&Cs

All of it landed on time. All of it landed with pride.

‍

‍

‍

‍

What are we trying to achieve?

Design a brand that rests on our heritage while making us feel accessible to new market segments and verticals.

Re-establish a visual identity that is solid yet flexible enough to be executed consistently across regions and functions. 

Develop a visual identity that can be executed to promote our broad offering and portfolio. 

Build a brand that has visual longevity and that can easily be evolved into the future. 

The objective was to align on key elements relating to timeline and priorities as well as to accelerate on the remaining work required ahead of brand launch.

The goal was to provided a clear understanding of what is required from each of us over the coming five months as well as when key deliverables are due under the pre-launch timeline.

‍

‍

‍

‍

‍

‍

‍

The creative ethos

We aspire to be curious and seek opportunities that are not immediately visible. This enables us to see beyond what’s conventional to find new and intelligent solutions for complex problems. If you look closely beneath our surface, it is our openness and curiosity that spark innovation and make us push boundaries to inspire the next generation. By making this part of our ethos, we retain highly valuable talent that enables us to deliver flexible, customer-led solutions. As digital consumers ourselves, we are curious about what is on the horizon and this mindset has inspired us to be where we are today. 

‍

‍

‍

‍

‍

‍

‍

‍

‍

‍

Executions

Curiosity powers our ambition to achieve excellence and create a unique experience for all.

Key attributes – Approachability, evolution

‍Focus areas – Relationships and aspiration

‍

‍

‍

‍

‍

‍

‍

‍

‍

‍

‍

‍

What as delivered

• Accedo.tv website development (Marketing) 
• Hibox and Accedo One website updates (BUs) 
• Master slide deck templates (all departments)
• Case studies redesigns (Marketing & Sales) 
• Whitepapers redesigns (Marketing) 
• Social media banners (Marketing) 
• Social media post templates (Marketing) 
• Launch campaign materials (Marketing) 
• Business cards print & digital (all departments)
• Invoices, contracts, T&C (Finance)
• Employee handbook

• Employee manual

• Confluence
• Launch giveaways
• Internal announcements
• Internal training sessions
• Office branding

‍

‍

The Result

We didn’t just build a brand. We built belief.
Suddenly, people understood who we were and where we were going. From marketing to finance, sales to HR, the whole business was aligned. The brand wasn’t just consistent, it was powerful.

What I earned:

• Full trust from global leadership
• Creative freedom across departments
• A chance to lead with conviction
• The confidence of 500+ staff and execs
• A brand that still holds up today

‍

‍

‍

‍

‍