Ofqual is the regulator for qualifications, exams and assessments in England.

I led a large-scale visual refresh designed to modernise both internal and external communications across social media, video, presentations, documents and educational content, while maintaining the trust and accessibility expected within the civil service and education sectors.

As lead creative on the project, I was responsible for both the strategic direction and hands-on rollout of the refreshed identity.

Responsibilities included:

• Creative Direction
• Brand Refresh & Guidelines
• Design Systems
• Social Media & Content Strategy
• Motion & Video Direction
• Podcast Branding & Production
• Presentation & Document Templates
• Photography Direction
• Filming & Editing
• Stakeholder Collaboration

Rather than replacing the existing identity entirely, the refresh focused on evolving the brand into something more contemporary, flexible and digitally adaptable.

The Ofqual logo remained unchanged due to its use across official government documentation. Instead, I reinterpreted the logo within a structured container system, creating a new visual device that could be applied consistently across the wider identity.

I also simplified the wider colour system, replacing overly complex combinations with more focused blue and green gradient palettes that introduced greater depth, flexibility and visual consistency across digital content.

Alongside the visual refresh, I introduced:

• new photography direction to help humanise the organisation
• scalable templates for internal communications and presentations
• clearer social media systems focused on engagement and readability
• bold statistical and carousel-based content formats
• motion-led educational videos designed to simplify complex topics

Accessibility remained a key consideration throughout the project, particularly around typography, hierarchy, contrast and readability across digital and public-sector communication formats.

The refresh ultimately evolved beyond a brand guideline project into a broader communication system used across both internal operational materials and external public-facing content.

The refreshed identity has since been rolled out across:

• social media
• video and podcast content
• presentations and templates
• internal communications
• documents and educational resources
• wider digital communications

Internally, the project introduced greater consistency and scalability across communication materials used throughout the organisation.

Externally, it established a more modern and audience-focused communication style designed to better support teachers and education professionals through clearer, more digestible content.

While audience growth remains a long-term objective, the refreshed approach has already contributed to increased engagement, follower growth and stronger audience interaction compared to previous content approaches. The work has also received strong positive feedback across the wider education sector, with organisations expressing interest in adopting similar communication strategies.

Overview

Publisher Collective is a games-focused advertising and technology company operating within the gaming and digital entertainment space. I led a full-scale brand refresh designed to reposition the company’s visual identity around the culture, energy and expectations of that audience.

While the existing logo was retained to preserve recognition, the wider identity was completely redefined to create a more expressive, scalable and future-facing brand system.

As the sole creative on the project, I led the refresh end-to-end from concept through to rollout.

Responsibilities included:

• Creative Direction
• Brand Strategy
• Visual Identity Design
• Design Systems
• Asset Creation
• Photography & Image Direction
• Stakeholder Communication
• Brand Guidelines
• Rollout Support

I worked directly with the client throughout the process, helping align the refreshed identity around both business goals and the visual culture of the gaming industry.

The refresh focused on building a more flexible and scalable visual system rather than simply updating the surface aesthetics.

Key elements of the approach included:

• Moving away from a single dominant brand colour
• Developing a multi-colour gradient-based identity system
• Creating equal-weighted colourways to increase flexibility and longevity
• Naming colour palettes to help embed shared internal brand terminology
• Establishing a more energetic and gaming-focused photography direction
• Using geometric forms from the logo as modular framing devices and image containers
• Creating a scalable visual language that could work consistently across multiple asset types

Alongside the visual refresh, I also established new brand guidelines to help ensure consistency across future rollout, internal usage and digital applications.

The refreshed identity was rolled out across the wider company and adopted across presentations, social content, marketing assets and digital communications.

The new system provided:

• Greater creative flexibility across campaigns and platforms
• A more culturally aligned identity for the gaming and ad-tech space
• Stronger consistency across brand touchpoints
• A scalable framework for future growth and digital expansion

The visual direction established through the refresh also became the foundation for the creative direction of a completely redesigned website, extending the identity into a broader digital experience.