GBG global rebrand
Impact
Consolidated four legacy brands into a single, coherent global identity
10% reduction in website bounce rate following the rebrand
8% uplift in demo sign-ups
Challenge
Years of acquisition had left GBG with four separate identity verification brands, each with its own look, language, and systems. This created confusion in the market, slowed internal delivery, and made it difficult for teams to present a clear, unified story to customers. The challenge was not just visual consistency, but aligning teams, products, and platforms around a shared identity at scale.
Solution
I led a full in-house global rebrand to unify the portfolio under a single GBG master brand. The approach focused on clarity, flexibility, and longevity — creating a brand system that could work consistently across product interfaces, marketing campaigns, and digital experiences, while remaining adaptable to future growth.
Execution
The work included the development of a new visual identity, a flexible digital design system, and application across key brand touchpoints. This covered the global website, product interfaces, sales and marketing materials, and internal communications, ensuring consistency across customer and employee experiences.
Contribution
Led and directed the in-house design team throughout the programme
Defined the new brand system and visual direction
Partnered closely with marketing, product, and executive stakeholders
Oversaw rollout across digital, product, sales, and internal communications
Ensured adoption across regions and teams through clear guidance and governance
