Summary

I created a structured sub-brand system to resolve a fragmented visual identity across the organisation, transforming disconnected, independently created logos into a cohesive, scalable brand architecture.

Role

I defined the sub-brand strategy, designed identity systems, and implemented a scalable framework across networks and campaigns.

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Deliverables

Sub-brand identity system, logo suites (horizontal, vertical, icon), campaign assets, Staffroom and intranet visuals, presentation templates, and clear usage guidance for teams.

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Challenge

The organisation’s visual identity had become increasingly fragmented:

• Sub-brands were created independently, with no clear structure or governance

• Logos often looked like standalone brands, with little or no connection to the Trust

• No defined criteria for who should have a sub-brand or why

• Inconsistent visual quality, leading to a lack of clarity and credibility

This resulted in a visually dysfunctional landscape, where it was often unclear whether a service, network or initiative was part of the Trust or external to it.