After around 9 years under their previous  visual identity, their overall brand was becoming dated and fragmented. Initial brand collateral developed as part of the original identity was limited and new documents and templates had been developed ad-hoc over the years by the team themselves. Without a consistent style across these documents, it was clearly time for consolidation.

It was established early on in the process that the rebranding should be 'evolution rather than revolution' and the new visual identity was based around developing an update of their existing logo. A new wordmark was developed based on the previous wordmark, and the original separate icon element was difficult to reproduce in print and other physical media and was dropped for the new branding. Instead, focus was placed on refining the typography of the new wordmark; a simplified, geometric element that could be reproduced simply in all media such as digital, print items, signage and apparel. The colour scheme was also refined from the previous with only minor adjustments in hue. This maintained a visual link between the old and new wordmark means both logos could coexist in a changeover period whilst the new brand was rolled out; limiting the immediate cost of the rollout of new branding.