Brand refresh, Website design, Social & Web asset creation, merch design, business cards motion graphics & more
Fusion GBS is a leading ITSM consultancy with over 25 years of experience in service management solutions. With over $50M in turnover and a workforce of 200+ spread across 6 global offices, Fusion GBS is synonymous with innovation and excellence in their industry, however the outward look & feel of the brand didn't reflect that. Before beginning the project Fusion's public facing brand hadn't been updated in 8 years so I was tasked to visually reposition the brand around their existing logo allowing them to portray a more future-focused tone that would appeal to their target audience of innovative and tech savvy companies around the world.
Fusion's initial brief required the updated branding to be more distinctive and relatable to their audience in order to provoke a stronger connection which would lead to them becoming better informed about Fusion's services. They also wanted the new look to be more versatile and adaptive than their old branding due to the fact that Fusion would be communicating with customers visually across a wide range of touchpoints including web, social, exhibitions, speaking events and more.
I conducted workshops with Fusions stakeholders to better understand both their business and the market they operate in, after producing a report I began to implement the strategy for the refresh which boiled down to three key areas:
1: Relatability through imagery - The imagery Fusion used in their old branding focused heavily on abstract 'techy' stock imagery which were overly corporate and lacked character. To combat this I wanted to reflect Fusion's commitment to customer service and give the viewer faces to relate to and connect with. I created imagery guidelines that brought real people to the foreground, we also included that the brand should strive to post imagery that mirrored their hugely diverse range of customers from companies around the world as well as the shifting hybrid working culture post-covid. I also designed graphical elements and patterns based on binary code and circuit boards that could be used to subtly communicate Fusion's products.
2: Colour - In addition to retaining Fusions original logo another constraint on the brand refresh is that we had to retain their original red as the core brand colour. Previously they had paired this red with a jet black which was quite limiting for us going forward. To try and elevate the new colour palette slightly and open up more possibilities I added a Navy and light grey as well as an accent gradient that incorporated their signature red, this helped to maintain a professional visual tone while adding a bit of energy.
3: Informative - The nature of Fusion's business meant that the copy used in external comms was very jargon-heavy and in many cases included large blocks of text to explain their products and services. We worked with their team to develop new language to convey their message that focused around clearly defining the problems that their customers experience rather than trying to explain how their products work before addressing these issues as often times potential customers would be lost in the jargon before realising that the service they were reading about was relevant to them. This approach also further built in relatability to Fusion's new comms. I also followed the same method when structuring the UX on their new website. In order to effectively communicate the highly technical messaging that remained I also created infographics which helped display data in a more visual and easily understood manner.
