Project Overview
When I first joined Get-CSI, a technology and services company, one of my core responsibilities was to lead a complete rebranding initiative. The company had ambitious plans to grow, innovate, and expand into new markets and sub-brands, but its existing identity felt outdated, fragmented, and lacked cohesion.
The brief was clear yet challenging: develop a striking, flexible, future-proof visual language that reflected Get-CSI’s customer-first philosophy and innovative spirit. Deliverables spanned the entire brand ecosystem—from logo redesign and marketing collateral to a fully rebuilt website and promotional video content.
Objectives & Strategy
Our goal was to transform how customers and partners perceived the company. We wanted the new brand to communicate confidence, technical expertise, and a human-centred approach, while also being modular enough to support sub-brands and new service offerings over time.
To get there, I started with a discovery phase that involved stakeholder interviews, competitive analysis, and customer surveys. This research revealed opportunities to differentiate through bold colour, a more conversational tone, and clean, modern design principles. We also needed to streamline communication across all touchpoints to present a consistent, professional face to customers.
Design & Development Process
The first step was the logo redesign. I explored a range of concepts, focusing on clarity, memorability, and scalability. The final mark combined a strong geometric form with subtle motion cues, symbolising adaptability and progress.
Next, I built out the broader visual language: a distinctive colour palette with vibrant accents for call-to-action and sub-brand differentiation, a versatile typographic system for both digital and print, and a clean layout grid that worked seamlessly across devices and formats.
For the website, I led the design in close collaboration with developers. We focused on user experience—clear navigation, accessible typography, and interactive components that showcased Get-CSI’s capabilities. Content was restructured around customer pain points and solutions rather than internal jargon, improving clarity and conversion potential.
I also produced a suite of marketing collateral—case study templates, brochures, presentation decks, and social media assets—all unified under the new brand system. Finally, I directed and edited brand videos that explained complex services in an engaging, human way.
Challenges & Solutions
A major challenge was balancing the need for a striking, modern look with the requirement for flexibility. We knew the system had to work for future sub-brands and specialized verticals. I addressed this through modular design elements and a flexible colour system that allowed differentiation without losing cohesion.
Another hurdle was internal buy-in. Change can be tough, especially with a well-established team. I ran collaborative workshops to align everyone on the brand’s purpose and benefits, ensuring stakeholders felt heard and invested in the final outcome.
Impact & Outcomes
The new brand launched across all channels with strong internal and external reception. Customers commented on the improved clarity and modern look of the website, while sales and marketing teams found the new materials far easier to adapt and deploy.
Most importantly, the refresh signalled to partners and clients that Get-CSI was serious about innovation and customer experience. It also laid the groundwork for seamless future expansions, giving the company a confident, scalable foundation for its next phase of growth.
Reflection
This project was a powerful reminder of the strategic role design plays in business transformation. It wasn’t just about making things look better—it was about aligning the company’s story, promise, and experience to build lasting trust with customers.