Brand Identity System
A complete visual identity that unified a fragmented brand and increased recognition by 3×
Client
Crescendo Group
Industry
Professional Services
Duration
8 weeks
Year
2023
Project Overview
Crescendo Group had grown quickly through acquisitions and organic expansion, but their brand had never kept pace. Each division used different logos, colour schemes, and tone of voice — making them look like five separate companies rather than one cohesive group.
They needed a brand identity that was bold enough to stand out in a crowded professional services market, flexible enough to work across all their divisions, and systematic enough to be rolled out by their internal marketing team without an agency on every project.
The Challenge
Six different logo variants in active use across the group — zero visual consistency
No documented brand guidelines — each team made their own design decisions
Existing colour palette failed WCAG accessibility contrast requirements
Brand recall in customer surveys was 12% — well below the 35% industry benchmark
Marketing collateral took an average of 3 weeks to produce due to lack of templates
Our Solution
We ran a brand discovery sprint with stakeholders across all divisions, then developed a unified identity system built around a single wordmark, a refined colour palette, and a comprehensive design system. Every asset was built in Figma and exported to a shared brand portal.
Unified Wordmark & System
A single scalable wordmark with a clear sub-brand framework that works across all six divisions without losing cohesion.
Accessible Colour Palette
A refined palette of 8 core and 4 accent colours, all meeting WCAG AA standards, with clear usage rules for digital and print.
Ready-to-Use Template Library
60+ Figma and PowerPoint templates covering proposals, social media, presentations, and print — reducing design time from 3 weeks to 2 hours.
Results & Impact
Technologies Used
“For the first time in years, we look like one company. Our sales team now walks into pitches with confidence — the brand does half the selling before we even speak.”
James Harlow
Group Marketing Director, Crescendo Group
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