Consultancy skills training approached us to help modernise their brand. Part of this process included reinventing their identity, which had become tired and dated over time. Building on the insights defined in the creative brief we explored a variety of options, including the idea of transformation.
The outcome was a transformation of their identity, in which we changed their dated butterfly icon from a monotone static execution to one of colour, movement and ambition. In line with the new brand icon we revised the brand identities typeface, and in collaboration with CST, changed the name from a 'service descriptor' to a distinctive, benefit driven brand name.