For this project, I went beyond planning by conducting an internal benchmark to assess how the old brand was perceived both internally and externally. I gathered feedback from employees to understand their perspectives, ensuring the new brand would align with the company’s ambitions, market positioning, and human values.

 

To support this effort, I sourced and onboarded a skilled freelancer (Lison Buffet), led collaborative workshops to refine ideas, and managed the process to ensure a smooth transition from the old brand to the new one. This approach allowed us to create a brand identity that was not only visually impactful but also deeply aligned with the company’s core values and goals.