A refreshed brand identity that reflected growth, global reach and an expanding product suite while staying recognizable to its creative community.
Creative Director — I directed the rebrand from strategy to rollout, aligning brand, marketing and product teams under one cohesive identity system.
Impact — The new identity unified the brand, strengthened competitive positioning and was positively received by global teams and clients.
The signature “90” was retained but redrawn with cleaner geometry and flexible variations, ensuring the logo remained familiar yet more adaptable.
New palettes and gradients added digital depth. Soft abstract backgrounds were introduced to represent creativity and global diversity.
Localized “Hi, [City]” treatments celebrated the company’s worldwide presence, making the brand feel personal while reinforcing its reach.
A comprehensive style guide unified usage across web, product UI, social, events and internal communications. The refreshed identity extended into the product platform, giving customers a consistent brand experience.
The rebrand eliminated inconsistencies, simplified creative workflows and gave the company a flexible identity system ready for growth. It underlined the importance of treating brand design as a scalable system rather than a static asset.