A brand refresh with global impact

Our approach

Due to our mandate to retain the existing equity of the brand, we opted to refresh the existing colours and added a sixth to create five tonal gradients – also known as the Gain Theory colourways.

Each colourway is used with its respective logo and has a set of images curated especially for it, as seen below in the updated colour palette.

Visual language

The “I” from the Gain Theory logotype forms the basis of the visual language, and can be used as a singular super graphic that pans up or down or as various crops within a layout.

Typography and colourways

We chose a bespoke sans serif typeface, Avenir Next LT pro, as the primary corporate typeface for print and digital collateral to set the brand apart from its competitors.

Creating a unified brand presence

As part of the comprehensive brand refresh, we conducted a thorough analysis of the brand’s existing architecture. The primary objective was to align their range of products and services – including platforms, solutions, academies, centers of excellence, and initiatives – with the newly established visual language.

Firstly, we established clear and distinct guidelines that govern these various entities. The guidelines were designed to facilitate the seamless integration of any future identities into the hierarchical framework.

Brand Guidelines that Define. Align. Inspire.

Another key deliverable of the brand refresh was an extensive brand guide, from identity and usage to visual language and application. The guide serves to aid in any future design needs for suppliers and/or clients.