ROLE
Lead Designer · Creative Director · Brand Strategy · Art Direction
Lead Designer · Creative Director · Brand Strategy · Art Direction
SCOPE
Brand Identity · Positioning · Visual Language · Website · Marketing
Brand Identity · Positioning · Visual Language · Website · Marketing
THE CHALLENGE
When I joined MBJ Integrated Technologies in 2015, the company had an established client base but a visual identity that no longer reflected the direction of the business.
The logo's typography and green-to-black gradient gave it an outdated appearance, while the acronym itself — derived from the founder's initials — offered little connection to what the company actually did.
At the same time, the team was understandably cautious about making a disruptive change to a brand that existing clients already recognised.
THE FIRST EVOLUTION
The first stage was deliberately incremental: removing the gradient, introducing a more considered green and developing a new colour palette that could support a wider visual system. The website was redesigned alongside the identity to create a more coherent brand experience.
A BRAND READY TO GROW
As the company expanded to a third office in Berlin and evolved beyond its original technology consultancy model, a more fundamental rethink became necessary.
Working alongside the in-house designer and content strategy manager, I helped lead the research and creative development behind the next stage of the rebrand.
We gathered input through brand questionnaires, internal research and strategy workshops, combining these insights with a renewed understanding of the company's ambitions and its clients.
The process eventually led us to reinterpret MBJ as Modern Business Journey — shifting the meaning of the brand away from its founder's initials and towards the experience the company wanted to create for its clients.
As a website-as-a-service company, MBJ was ultimately helping businesses tell their stories online. The new identity therefore placed the client's journey at the centre of the brand narrative.
THE RESULT
The rebrand gave MBJ a more contemporary and meaningful identity, supported by a visual system that could scale with the company's international growth while giving its teams a clearer sense of what the brand stood for.
READ THE BRANDING INTERVIEW →
