Visual Identity Refresh
Visual Identity | Graphic Design
CLIENT
Global Employer Services (GES) is a tax practice within Deloitte that specializes in global mobility and mobility tax compliance.
BRIEF
Refresh the visual identity to align with new brand positioning and messaging, and create a cohesive visual system for the U.S. market.
SOLUTION
The identity needed to communicate the global nature of mobility, the complexity of evolving employee populations, and a human-centered approach to digital transformation. To express these layered ideas visually, I developed an abstract concept rooted in movement and possibility.
Inspired by the act of relocation—packing and transporting personal belongings—I used the image of stacked boxes (cubes) as the foundation of the system. This became a versatile metaphor for structure, change, and flexibility.
OUTCOME
A modern, modular brand system that balances structure and fluidity, complexity and clarity. It’s human in scale, global in tone, and built to evolve. The system offers infinite combinations of elements with endless possibilities—capturing the essence of GES while staying true to Deloitte’s master brand.
ROLE
Senior Graphic Designer
TOOLS
Illustrator, InDesign, Photoshop, PowerPoint
DELIVERABLES
Primary and secondary hero images
Style guide
Branded PowerPoint template
Creative Director: Emily Moreano
Stock Photos: Shutterstock
Client: Deloitte