A Brand Built for the Next Phase of Growth
Navigate was a well-established management consulting firm with a strong track record of helping large, complex organizations improve customer experiences and internal collaboration. After years of success, revenue growth had slowed, and leadership recognized that a refreshed brand and strategic market positioning were essential for the next phase of growth.
I served as the creative director and lead brand strategist on this engagement, responsible for guiding the brand from its initial concept through full implementation across messaging, visual identity, and go-to-market activation.
The Challenge
Navigate’s brand no longer reflected the firm’s strategic vision or differentiated value in a crowded consulting market. Complicating the engagement, we were poised to launch the new brand just as the COVID-19 pandemic disrupted business activity globally, accelerating the need for a thoughtful and flexible rollout.
Strategy and Approach
The rebrand was designed to reposition Navigate from a general consultancy to a modern, insight-led advisory firm capable of supporting enterprise buyers.
Brand Narrative and Identity
I led the development of a refreshed brand narrative that clearly communicated Navigate’s point of view and strategic approach. We translated this narrative into a visual identity system and updated logo that better reflected the firm’s personality, positioning, and expertise.
I led the development of a refreshed brand narrative that clearly communicated Navigate’s point of view and strategic approach. We translated this narrative into a visual identity system and updated logo that better reflected the firm’s personality, positioning, and expertise.
Brand collateral included:
Visual identity system and logo refinement
Brand color palette, typography, and graphic language
Website creative direction and UX collaboration
Thought leadership templates and marketing collateral
Scalable design system for ongoing content creation
OLD LOGO
I led the initiative to develop a modern and sophisticated brand identity system to reflect the growth and new messaging the copywriting team developed. New brand elements included incorporating whitespace, whimsical design elements, a fresh color palette along with a clean, modern typeface.
Website and Collateral
A new brand-centric website and marketing collateral system were designed and developed to reinforce Navigate’s repositioned market stance.
These assets provided consistency in messaging and visual communication across touchpoints.
This website launched in 2020. Built on WordPress using a custom theme, the site was developed so that it could remain dynamic — it was incredibly simple for the client to add blog posts, press coverage, and any other current information needed—without help from me.
Results
In the first 18 months following the brand launch:
• 22 percent year-over-year revenue growth within 18 months
• Increased use of thought leadership content in the sales process
• Stronger brand alignment across marketing and leadership
• Improved visibility and credibility in a crowded consulting market
• Increased use of thought leadership content in the sales process
• Stronger brand alignment across marketing and leadership
• Improved visibility and credibility in a crowded consulting market
Recent Developments
Since the initial brand transformation, Navigate has transitioned to new management. Under its current leadership, the firm has undergone a subsequent rebrand, building off the strategic foundation we established to evolve its market positioning and continue growth under a refreshed organizational vision.