Brand Identity | Visual Systems | Marketing Design | Website Design | Copywriting
My Role
Brand Designer (Contractor)
Worked closely with the business owner to evolve and implement a cohesive brand system across digital, marketing, and campaign touchpoints.
The Context
Ctrl IT is a growing IT services business delivering tailored solutions to its clients. As the company expanded, there was a clear opportunity to strengthen how the brand showed up across its various touchpoints. While a logo and website were already in place, the wider brand lacked consistency and a unified system to support ongoing growth.
The Opportunity
To build on the existing foundation and develop a more cohesive and scalable brand system, one that would support future growth while presenting a clearer, more professional and approachable identity. In a category often dominated by highly technical or generic visual language, there was also an opportunity to create something more human, accessible, and distinctive.
What I did
Conducted competitor and category research to refine positioning and visual direction
Expanded the existing identity into a cohesive brand system (colour, typography, iconography, and supporting visual language)
Designed supporting graphic elements to add flexibility and visual depth across touchpoints
Created custom illustration assets to support key messaging and engagement
Redesigned and refined two WordPress websites, improving consistency, layout, and user experience
Introduced motion and subtle animation to enhance digital engagement
Refined website copy to improve clarity, tone, and consistency
Designed marketing collateral including business cards, letterhead, and brochures
Developed campaign assets across digital and print channels
Produced brand guidelines to support ongoing consistency and scalability
Outcome
A more cohesive and refined brand system that builds on Ctrl IT’s existing foundation while better reflecting the quality and scope of their services. The updated websites and supporting materials created a consistent and professional experience across all touchpoints, while the expanded system provides a flexible foundation for continued growth and future marketing activity.