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01. Rebrand : Corporate Brand
Location
Global
Date
2015
Project type
Brand Strategy, Brand Creation, Art Direction, Project Management, Illustration, Photography, Film, Motion Design
Client:
Cushman & Wakefield
Project overview:
In 2015, DTZ acquired the Cushman & Wakefield brand, initiating a fast-paced global re branding effort. The objective was to create a new visual identity for the unified Cushman & Wakefield brand and roll it out to 45,000 employees across the globe—all within just six weeks.
An external agency was engaged to modernise the master brand logo, while internal design teams across various regions reworked all supporting brand assets. I led the European business in close collaboration with regional leads from the Americas and APAC to deliver a cohesive, global visual identity.
Deliverables:
All corporate brand assets post merger
Deliverables included:
Developed a comprehensive set of guidelines, including:
- Corporate brand identity guidelines
- Alliance and affiliate brand guidelines
- Sub-brand visual systems
- Research presentation guidelines
- A brand positioning ‘Playbook’
- “What’s Next” brand positioning tools
Also created and distributed content across global platforms to ensure consistency.
The re brand was delivered in phases. Core brand assets were prioritised and launched within the initial six-week period, enabling teams to operate effectively. Additional assets followed post-merger, allowing for alignment and refinement across all markets.
