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Theseus
A practical identity system for a strategic resourcing consultancy working across insurance, real estate and transformation.
Context
A visual system for the company Theseus was becoming.
Theseus needed brand language that could hold the breadth of its specialist markets while still feeling direct, confident and human.
The problem
Complex, without sounding like a generalist agency.
The identity needed to make a complex offer easier to recognise across insurance, real estate and technology transformation, without falling into the language of a generalist staffing agency.
Thinking
A confident, blue-led system built for specialists.
I developed a practical guideline system around the Theseus idea: a confident blue-led palette, clear typography, disciplined layout, image direction and a consistent way to present specialist expertise.
Key decision
Make specialist capability easier to see.
Why it matters
Clarity lets the right people recognise relevance quickly, then gives the wider story enough room to deepen the conversation.
Design
The guidelines, in full.
Thirteen pages, covering the full identity system.
Outcome
“Evolution without losing identity: a brand that can change shape as the business grows, while remaining recognisably Theseus.”
The result is a cohesive identity reference that helps the growing business communicate consistently across its website, proposals, presentations, social channels and future touchpoints.
The guiding idea
Services
- Branding and identity
- Brand Guidelines
- Art Direction
- Brand & Content
Types of work
Based in Kent
Mockups are illustrative: the designs are real, the scenes around them are staged.