OfficeTeam: Evolving a Multi-Brand Identity Without Losing Its Soul

Taking on the creative direction of an established brand is a different challenge to building one from scratch as you're working with something that already exists in the world, with existing customers, existing associations and existing opinions internally. The brief at OfficeTeam was to evolve the brand into something that reflected where the business was heading, without losing what made each individual brand within the group recognisable.

As brand custodian across the group, I led the refresh end-to-end by updating guidelines, evolving the visual language and building the processes to make sure standards held across a team of in-house, offshore and freelance designers working across multiple brands simultaneously. That last part is often underestimated as a rebrand is only as good as its consistency in execution, and getting a diverse team aligned behind a new direction takes as much leadership as it does design thinking.

The work extended beyond screen and print into the physical environment too, with branded wall art and office installations bringing the identity into the spaces where the team actually worked every day.