PROJECT ROLE
Brand Identity Design
CREDITS
An internal company project.
YEAR
2024
Overview
I led a full rebrand for RCW, a pharmaceutical wholesale distributor pivoting from a female-led aesthetic clinic audience to a more corporate, B2B client base. The rebrand contributed to a 106% increase in revenue compared to the previous year.
Role & Responsibilities
- Led brand strategy and visual identity redesign
- Conducted discovery sessions with stakeholders
- Defined new brand logo, typography, colour system
- Created presentation decks showcasing work weekly, brand guidelines to ensure consistency across all bases, and other misc visual assets
Stakeholders felt the brand no longer reflected its direction or level of professionalism.
RCW’s existing brand leaned heavily into pink tones and visual cues more suited to small, female owned aesthetic clinics. As the company began targeting larger, corporate clients, the brand no longer reflected its direction or level of professionalism. It needed to communicate reliability, scale, and trust while staying grounded in the medical space.
Examples of previous branding:
I set the project goals:
- Reposition the brand for a B2B/corporate audience
- Replace soft, aesthetic-led visuals for a more corporate look and feel
- Establish a visual identity that scales across print, digital, and packaging
- Ensure internal alignment on goals and expectations before design began
I researched the industry, competitors, and created two mood boards with distinct styles the identity could go down.
Before designing, I ran discovery sessions with internal stakeholders. These uncovered shared pain points – particularly misalignment on brand tone and unclear visual consistency.
Competitor research highlighted how most pharma suppliers leaned on blues and clean sans-serifs to build trust. This influenced the direction we aligned on.
With stakeholder alignment, I started designing three identities.
Initial concepts explored the Refine ‘slash’ that was recognisable to existing clients. This was important to get right because we did not want to alienate the larger clients we had already obtained. I also explored concepts with the pharma ‘plus’ icon.
The previous typography (Montserrat) has a large x-height, ascenders and descenders, which does not suit a corporate identity – I explored traditional Grotesk typefaces like Akzidenz Grotesk, Neue Haas Grotesk and Helvetica.
I presented three directions:
- An abstract plus logomark
- A logomark incorporating both the Refine slash and a plus
- A minimal slash in a container
All 3 concepts replaced the brand’s core pinks with a palette of blues and purples, to associate the brand with feelings of trust, reliability and safety. These were all words used frequently in earlier discovery sessions.
We chose to develop the 2nd concept further – stakeholders thought it looked the most unique, and they liked how it incorporated existing brand assets but used them in a new way. The typography shifted from Montserrat, a rounded sans serif font to a modern grotesk typeface for stronger clarity.
Final Identity Design
The final system included:
- New logo and lockup system
- Color palette and typographic hierarchy
- Internal presentation templates
- Social media style guide
Results
- Contributed to a 106% growth in revenue year on year after the rebrand
- Internal teams reported higher confidence using new visual assets
- Positive feedback from new B2B clients on brand clarity and professionalism
Reflection
This project reminded me how powerful alignment is at the start of any rebrand. Spending time running at least one discovery session reduced rounds of revisions but also created buy-in across the team. I now apply this approach as a foundation for any future identity work.
Bring your project to life
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