As the business evolved, it became clear that the brand and messaging needed to better reflect the direction of the company and be easier for both internal teams and external audiences to understand.

I led the brand refresh project, starting with a research phase that included internal and external surveys, as well as competitor analysis. This helped highlight gaps in how the brand was understood and where messaging could be clearer.

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I worked closely with the leadership team throughout, sharing findings and shaping the direction of the project. This included refining the overall structure of the offering and simplifying how it was communicated.

The project resulted in a clearer product structure, updated mission and vision statements, and a new set of brand guidelines. Overall, it brought more consistency and clarity to how the business communicates, both internally and externally.