Overview

A full brand refresh for SWIFT’s Professional Services division, establishing a distinctive identity within the broader SWIFT ecosystem.

Challenge

The division lacked a cohesive visual identity, making it difficult to distinguish services or communicate value across customer touchpoints.

Solution

I developed a bold, flexible visual system including a new branding mark, a comprehensive brand book, and rollout assets for presentations, documents, and events. The identity drew inspiration from SWIFT’s core brand but added clarity and elevation.

Results

The new identity was adopted across all major communications channels and received strong internal feedback for making the division’s offering more visible and consistent.

Data Opportunity

To strengthen this case I recommend post-launch stakeholder interviews and a brand recall survey with customers to assess clarity and recognition. Comparing pre- and post-rebrand engagement with digital materials would also highlight effectiveness.