Theseus

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.

Complex, without sounding like a generalist agency.

The identity needed to make a specialist offer easy to recognise across Data & AI, from engineering and infrastructure to governance, product and leadership, alongside wider transformation work in insurance and real estate, without falling into the language of a generalist staffing agency.

A light, calm system built for specialists.

Version 2 of the guidelines sets out how Theseus looks, sounds and behaves on every channel: a light, calm palette led by white and Mist, with Navy for text and small accents of blue, cyan and bronze; Poppins, Inter and Playfair Display; a signature headline; photography that fades to white; and a library of 93 icons.

It goes further than most guidelines, with clear rules for social media, video and the directors’ LinkedIn profiles, and a list of where every template lives.

The guidelines, in full.

Fifteen pages, covering the full identity system.

A complete social media pack, ready on day one.

The guidelines became a working social media pack: posts, stories, a carousel and highlight covers for Instagram; covers and posts for Facebook, X, YouTube and Google Business Profile; and twenty-five insight graphics, each sized for LinkedIn, Facebook, Instagram and link previews.

Templates for new insights and new roles mean the team can keep publishing without stepping outside the brand.

A feed that looks like one brand.

Instagram posts, stories and highlight covers, with ready-made templates for new insights and new roles, so the feed stays consistent however often the team posts.

Every profile, recognisably Theseus.

A LinkedIn company cover, banner options for both directors, article and newsletter covers, profile pictures sized for every platform, and desktop and video call backgrounds for the team.

Five brand films, cut for every feed.

Five short brand films (The Maze, The specialist network, The conversation, Specialisms and Partners in transformation), each in widescreen, square and vertical for YouTube, LinkedIn, Reels, Shorts, Stories and TikTok, plus ten 45-second films for LinkedIn, one for each Data & AI specialism.

PowerPoint, built for Microsoft 365 and Copilot.

A 20-slide introduction deck for new conversations, and a 45-slide master template with 12 reusable layouts, branded icons and imagery, as an editable PowerPoint and a template file.

Everything is built properly on PowerPoint’s slide master and layouts, so anyone in the team can make new slides that stay on brand in Microsoft 365, and Copilot in PowerPoint has a real brand template to work from.

Approved piece by piece, then published to a plan.

A pack this size needs a clear way to sign it off. Every asset was laid out in review documents, one per channel, so the team could mark each piece Approve, Change or Not needed and pencil in a publish date.

A review guide brings it together: the decisions still to make, where every file lives in SharePoint, and a suggested publishing plan, so the pack goes out in a considered order rather than all at once.

“Evolution without losing identity: a brand that can change shape as the business grows, while remaining recognisably Theseus.”

The result is a cohesive identity and a complete set of ready-to-use brand assets: an introduction deck and a 45-slide PowerPoint template with 12 layouts, 93 icons, Word templates, an email signature, colour files for the web, and social media and video for every platform, so the growing business communicates consistently wherever people find it.

The guiding idea