AlignOrg has a long-standing reputation in organisational strategy, but their existing brand no longer reflected the calibre or culture of the clients they were working with. As their client base shifted towards more forward-thinking, high-performance brands, their dated corporate identity began to feel out of place—especially in pitch decks and high-stakes meetings.

The team felt their visual identity didn’t match the level of sophistication they brought to their work. They needed a refreshed brand that honoured their legacy while presenting a sharper, more contemporary image that would resonate with the next generation of clients.

I approached the project with respect for the existing brand equity. The goal wasn’t to start from scratch, but to carefully evolve the identity into something more confident, energetic, and technically sound.

The logo redesign was central to the process. The original mark had fine lines and visual elements that broke down at smaller sizes. I refined the geometry to ensure clarity and legibility across all formats—from favicons and social media to slide decks and large-scale presentations. The result was a mark that still felt familiar, but performed far better across every touchpoint.

The wider identity system was designed to reflect AlignOrg’s precision and strategic clarity. Modern typography, structured layout systems, and a clean, energetic aesthetic help position the brand as a contemporary partner for innovation-led clients.

It’s a brand that now looks and feels like the trusted advisor they’ve always been—refreshed, relevant, and ready for what’s next.

Art Direction
Brand Identity
Logo Design
Brand Guidelines