As arbnco evolved, the brand needed to better reflect the company's direction and be easier for internal teams and external audiences to understand.

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I led the full refresh from research through to rollout, conducting internal and external surveys, competitor analysis and stakeholder workshops to identify gaps in brand perception and messaging clarity.

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Working closely with the leadership team, I developed a cleaner product structure and simplified messaging framework, before moving into the visual identity phase. This included a refined colour palette, updated logo and typography, new brand guidelines and a suite of redesigned templates across digital, print and social channels.

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The resulting brand guidelines became the definitive reference across the business, ensuring consistency in every customer-facing communication going forward.