Klugo's Brand Refresh
Focus: Brand strategy, visual identity, design systems
With over 12 years of expertise in Field Service Management (FSM), Klugo had built a strong reputation as a trusted partner for businesses using NetSuite. But as the company evolved—embracing innovation and a more people-first approach—it became clear that their brand needed to evolve too.
As part of the marketing team, I was tasked with leading the visual direction of this transformation, helping shape a brand identity that better reflected Klugo’s future-focused mindset and values.
Approach
In collaboration with the marketing team, I translated the company’s new tone of voice into a refreshed visual identity. The goal was to soften the rigid, masculine aesthetic of the old brand and bring in a contemporary look that felt clear, confident, and human.
I developed a flexible design system—including refined typography, an updated colour palette, iconography, and layout frameworks—and applied it across digital, print, and motion channels. This included presentation decks, social assets, printed collateral, and internal templates to support consistent implementation.
Outcomes
The brand refresh repositioned Klugo as a modern, values-driven consultancy while maintaining the credibility of its FSM legacy. It offered the internal team a clear visual toolkit and improved consistency across marketing efforts.