The project at a glance
Client
SLX
Scope
Realigning a growing
B Corp through strategy, identity design and digital
SLX had experienced a strong period of growth, delivering high-profile projects including the latest Olympic Games. But as the business evolved, the brand no longer reflected where it was heading.
Following their B Corp certification and a renewed focus on sustainability, SLX needed a brand that could bring everything together, clearly communicating their values, ambition and future direction.
As the business grew, it became clear that the brand was no longer fully aligned with its direction.
While a previous rebrand had introduced a solid visual foundation, it didn’t provide the clarity, tools or messaging needed to support the next stage of growth.
Internally, the brand lacked consistency. Externally, the proposition wasn’t being communicated as clearly as it could be.
The challenge was to realign the brand from a strategic level, ensuring it worked across leadership, employees and customers, before evolving the visual identity and digital presence to match.
Understanding the brand internally
To begin, I evaluated the existing brand to understand what was working and where it was falling short.
From there, I led a series of brand strategy workshops with teams across the business, bringing together perspectives from different roles and departments.
These sessions helped uncover how the brand was understood internally, where messaging lacked clarity and how teams felt the business should be represented moving forward.
Aligning strategy with business direction
Alongside the workshops, I worked closely with the board to map out the long-term strategic vision for the business. This ensured the brand would support future growth and align with decisions at every level.
I also conducted customer and client research to understand how SLX was perceived externally, from first impressions through to ongoing relationships.
Together, this created a clear picture of where the brand needed to evolve.
Defining the brand from the inside out
From this work, I developed a clear brand strategy that aligned the business at every level.
01
Proposition
A clearer articulation of SLX’s role and value within the industry.
02
Purpose
A defined reason for the brand that connects to its sustainability ambitions.
03
Values
A set of principles rooted in the business and its B Corp commitments.
04
Messaging
A structured tone of voice and messaging framework for consistent communication.
Evolving the visual identity
While the original identity had strong foundations, the strategy phase revealed that parts of the visual brand no longer felt aligned.
Some elements were unclear, inconsistent or difficult to apply across different touchpoints.
Using the strategy as a foundation, I refined the identity to feel more confident, cohesive and usable — ensuring it worked clearly across both digital and physical environments.
The goal wasn’t to start again, but to evolve the brand into something more aligned with the business today.
Bringing the brand to life digitally
With the strategy and identity in place, I designed, built and wrote the copy for a new website.
The site was structured to clearly communicate SLX’s proposition, services and sustainability focus, while improving user journeys and supporting conversion.
This ensured the brand wasn’t just defined internally, but clearly expressed to customers.
Launching the brand internally and externally
To support the rollout of the rebrand, I created a launch video for internal teams, helping introduce the new brand, strategy and direction across the business.
Alongside this, I developed a public-facing launch video (the video above) to communicate the brand externally, ensuring a consistent and confident introduction to both existing and new audiences.
This helped the brand land clearly, both internally and in market.
Building a system the business can use
To ensure the brand could be applied consistently, I developed a full set of tools for the team.
Brand Guidelines
A comprehensive brand book outlining how everything should be used as well as a one pager ‘cheat sheet’.
Presentation templates & sales tools
Clear, on-brand decks to support conversations and win new projects.
A brand aligned with growth
The result is a brand that reflects SLX’s ambition, values and direction as a business. By aligning strategy, identity and implementation, the brand now supports the business as it continues to grow.
Since launching the rebrand, SLX has seen the following