Visual Identity Refresh
Visual Identity | Graphic Design
CLIENT
Global Employer Services (GES) is a tax practice within Deloitte and a leader in global mobility and mobility tax compliance.
BRIEF
The practice needed to align the visual identity with its new brand positioning and messaging. My role was to refresh the visuals and create a cohesive look across the brand for the US territory.
SOLUTION
The new identity needed to reflect: the global nature of the work, the essence of mobility, the complex evolving employee populations, and most importantly, it had to reflect a human-centered approach to digital transformation with a focus on creating new possibilities. Because this was a lot to communicate within a single image, I decided to go with an abstract concept.
Global mobility is about the movement of people across countries, and most people relocating to new destinations have one thing in common: they need to pack their belongings. This image is how boxes (cubes) became my main inspiration for the overarching concept.
OUTCOME
A flexible brand system that is human in scale yet global in tone, structured yet modular, complex yet ordered, optimistic yet sophisticated. It offers infinite combinations of elements with endless possibilities. The unique, modern visual identity capture the essence of GES while remaining within the overarching Deloitte brand.
ROLE
Senior Designer
TOOLS
Adobe Illustrator, Adobe InDesign, Adobe Photoshop, Microsoft PowerPoint
DELIVERABLES
Circular images
Secondary imagery
Style guide
Branded PowerPoint slide template
Creative Director: Emily Moreano
Stock Photos: Shutterstock
Client: Deloitte
The cubes are interconnected with strokes of different weights that represent pathways moving and changing directions, similar to a GPS navigation system. Some of the paths create arrow shapes suggesting forward motion.
I represented human connections and technology with different types of circles and dots that appear at the intersections and reinforced the idea of humans working with technology with colorful dots and stripe patterns; the softer, organic dots represent the human side, while the stripes represent technology.
I translated the primary hero image into unique sub-hero images for each of GES' four service lines.
I carefully selected secondary imagery to highlight the human-centric and tech-forward nature of GES.
Each lifestyle photo shows a person interacting with technology; the tech-forward part is reinforced with an overlay graphic reminiscent of the hero images.
I included a set of patterns and additional graphic elements to add versatility to the brand system.