How do you modernise a brand without erasing what people already love about it?
Simwood
Challenge
Simwood had outgrown being simply a telephony company, but it already had years of recognition, personality and affection wrapped up in the brand. The job wasn’t to replace that value. It was to work out what was worth keeping and give it a future.
Response
I kept the founder-led character, illustration and recognisable clownfish, but gave the whole thing more logic and range: a modernised logo system, clearer positioning, stronger type and colour rules, and practical guidelines. The brand became more capable without becoming less Simwood.
Role
Brand Designer & Creative Partner
Collaborated with
Founder, leadership and marketing teams
Scope
Brand evolution, visual identity, illustration, campaigns, collateral, exhibitions and ongoing brand stewardship