Brand evolution

At Thoughtworks, I led what began as a light brand refresh and successfully guided stakeholders toward a comprehensive global rebrand. As Creative Director, I built and led a cross-continental team spanning England and Brazil, running remote design sprints during the pandemic and presenting iterative work to a global steering committee that included the CMO and senior leadership. We reimagined the brand from the ground up, creating a custom logo, a simplified color palette and a unified imagery system that brought consistency to assets sourced from around the world. I directed the full rollout strategy, overseeing the website redesign and building scalable templates for presentations, stationery and internal communications to ensure the new identity could perform at every touchpoint. The refreshed brand launched internally to more than 12,000 employees and externally across social channels before powering Thoughtworks’ first global campaign, which drove 68% brand recall, 3x higher slogan association and 92% improved perception among exposed audiences. The result was a cohesive, future-focused brand system with clear, accessible guidelines that empowered employees to act as confident brand ambassadors while maintaining consistency at scale and elevating the company’s presence in a competitive global market.