Klugo's Brand Refresh

Focus: Brand strategy, visual identity, design systems

I led the visual direction for Klugo’s brand refresh, shaping a flexible identity system that reflects their evolving values. From concept to design applications, I crafted visuals and systems that bring clarity, consistency, and personality across every touchpoint.

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 desi
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.
KLUGO 2024 - Brand guidelines 4.jpg
KLUGO 2024 - Brand guidelines 5.jpg
KLUGO 2024 - Brand guidelines.jpg

Approach
Working closely with the marketing team, I translated the company’s updated tone of voice into a refreshed visual identity. The goal was to move away from the old rigid, masculine aesthetic toward 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, including presentation decks, social assets, printed collateral, and internal templates. Brand guidelines were created to ensure consistent application across teams.

Outcomes
The refresh provided a clear, modern visual toolkit that improved consistency across all communications. It enabled the marketing team to produce assets efficiently, strengthened the brand’s presence across channels, and supported future campaigns with a cohesive, adaptable system.

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