Rebranding a 40 year-old organisation.
Most rebrands are commissioned. This one was initiated — a gap identified, a case made internally, and an approval earned before a brief was ever written.
GIC at 40 was an organisation whose identity had not kept pace with how it had grown, or with how brands are experienced today. Working with Superunion, and drawing on my own design background to shape the creative direction, we built a refreshed identity around a single brand core flexible enough to serve GIC’s complex range of audiences — from institutional partners to prospective talent.
The result was future-proofed from the ground up: digital-first, animation-ready, and consistent across every touchpoint. Beyond the identity itself, the refresh extended into a new corporate website and a full suite of corporate collaterals — much of it directed and expanded in-house.
