Chartwell
— Designs & Visuals ©Better AgencyDeveloping a refreshed visual identity and digital presence for a global operations consultancy delivering productivity gains for manufacturing leaders.
Studio case studyProject Overview
The team Better developed a powerful Brand Strategy with new messaging to position Chartwell for growth and to challenge larger competitors. As Lead Designer, I was challenged with creating a refreshed visual identity to accompany the new brand strategy. This included developing a visual concept, typography, colour, grids and layout system. The core idea is built around a simple visual metaphor, The Defining Edge, to represent Chartwell's ability to reveal untapped potential.
Project Scope
- Logo
- Brand Identity
- Guidelines
- Web Design
- Stationery
- Motion
Role
Lead DesignerYear
Studio
Better AgencyCreative Director
John Taylor
Building a digital-first system
For the launch of the new brand, the website was the primary touchpoint. I worked closely with the digital team to translate the new brand identity into a flexible visual design system, with the goal of elevating brand awareness, driving sales, and attracting talent. This began with foundational work on core design elements: crafting a harmonious typographic scale for clear hierarchy and structuring design tokens to ensure consistency and usability throughout design and development phases. I also built reusable components and page-builder sections, enabling each page to be unique and drive engagement.
A touch of consistency
I led the wider rollout of the brand across every touchpoint, from business cards and stationery to banners and social templates. This included designing a bespoke icon set and directing the motion design of The Defining Edge, ensuring that animations also reflected the brand’s personality. The result was a cohesive and powerful brand experience that worked seamlessly across mediums, helping Chartwell stand out and confidently compete with larger players.
