Case Studies
CASE STUDY — Dunnhumby
Global rebrand of world’s first customer data science platform
Summary
In 2018, Dunnhumby, a global organisation operating in 34 markets worldwide, initiated a full-scale rebrand. As Global Senior Designer, I led the strategy, creative development, and implementation of the new identity system, with the goal of repositioning the brand as modern, digital-first and globally consistent while respecting local market nuances.
Challenge
Fragmented brand identity
Different regions were using inconsistent logos, typefaces,
and messaging.
Perception gap
Stakeholder research revealed the brand was seen as outdated compared to competitors.
Digital-first needs
The existing identity didn’t translate well across digital platforms, product interfaces, and social media.
Role & Responsibilities
Defined the brand strategy in collaboration with executive leadership and marketing.
Built and guided a multidisciplinary team of designers, strategists, and copywriters across three continents.
Partnered with external agencies to align creative direction with market research.
Presented work to the board and secured stakeholder buy-in at key decision points.
Oversaw the rollout plan across digital, print, product, and environmental design.
Approach
1. Discovery & Insights
Conducted brand audits across 15 countries.
Interviewed 60+ stakeholders including customers, partners, and internal teams.
Identified the need to balance heritage with innovation to maintain trust while modernizing.
2. Strategy & Concept Development
Developed three brand platform territories for executive review.
Selected a direction that emphasised clarity, inclusivity, and forward momentum.
Created a new brand narrative and tone of voice aligned with the company’s mission.
3. Design System Creation
Redesigned the logo for simplicity and digital flexibility.
Established a bold, accessible typography system.
Defined a modular visual language adaptable for regional markets.
Built a digital-first color palette optimized for accessibility and impact.
4. Implementation & Rollout
Developed global brand guidelines (print + digital).
Delivered tool-kits for regional marketing teams.
Partnered with IT to update UI design across product ecosystems.
Launched with a global campaign and CEO keynote at the annual summit.
Results
95%
Adoption of the new brand system across 40+ markets within six months
70%
Increase in employee pride and clarity around the brand mission
48%
Social media engagement increase in the first quarter after launch
25%
Reduction in creative and production costs through standardised templates and guidelines
30%
Post-launch brand tracking 30% lift in “modern/innovative” perception
CASE STUDY — The Charities Aid Foundation
Revitalising a 100 year old global non-profit organisation
Summary
In 2021, The Charities Aid Foundation, a 100-year-old global NGO working across three continents, launched an initiative to modernise its identity and communications. As Head of Creative, I led the rebrand to unify its fragmented visual presence, amplify its digital impact, and ensure the organisation could better engage donors, volunteers, and the communities it serves.
Challenge
Outdated brand identity
The visual system hadn’t been refreshed in decades and no longer reflected the organisation’s scale or impact.
Flawed brand perception
Understanding of the organisation’s purpose, role and remit was relatively low. Misconceptions were commonplace.
Digital-first gap
The old identity wasn’t optimised for mobile, social media, or digital fundraising platforms.
Stakeholder alignment
Balancing global headquarters, regional offices, and diverse stakeholder groups required a careful, inclusive process.
Role & Responsibilities
Partnered with the CEO, board, and regional directors to define the re-brand’s objectives.
Built and guided a global design and strategy team (in-house + agency partners).
Led brand discovery workshops with stakeholders across three continents.
Crafted the brand strategy and creative vision, ensuring alignment with the mission and values.
Oversaw execution of the new identity and strategy across digital, print, events, and field operations.
Approach
1. Discovery & Strategy
Conducted brand audits across 20 regions.
Interviewed donors, volunteers, and community leaders to understand perceptions.
Defined a new brand platform and strap-line: “Together, moving forward.”
2. Identity Development
Evolved the logo with a new colour, while preserving its heritage.
Developed a unified design system with accessible typography, vibrant human-centric imagery, and a flexible colour palette with heightened prestige.
Established a new tone of voice rooted in optimism and empowerment rather than urgency alone.
3. Digital Modernisation
Redesigned the global website with improved navigation, accessibility compliance, and mobile optimisation.
Standardised digital fundraising templates and social media assets for global campaigns.
Introduced motion and interactive design to increase engagement with storytelling content.
4. Implementation & Rollout
Created a comprehensive brand guidelines hub accessible to 500+ staff and volunteers worldwide.
Conducted live training webinars for regional communications teams.
Launched with a coordinated global campaign, featuring personal stories from beneficiaries, volunteers, and field workers.
Results
90%
Global consistency: 90% adoption of the new identity system within the first year
60%
Internal surveys reported a 60% improvement in staff feeling aligned with the organisation’s mission
37%
Increased engagement. Online donations grew by 37% in the first six months post-launch
30%
Reduced design production costs by 30% through standardised templates
30%
Donor trust and recognition. Brand tracking showed a 42% increase in recognition and a 28% lift in trustworthiness