An omni-channel visual identity overhaul for a brand made to accelerate global business decisions.
MADE AT IDEALS SOLUTIONS GROUP IN 2024, 2025 / ROLE: GLOBAL BRAND DESIGN AND CREATIVE LEAD / CLIENT: IDEALS SOLUTIONS GROUP
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Fifteen years on, the brand faced a new challenge: staying distinctive in an increasingly competitive market while attracting larger deals and premium customers, communicating its product differentiation more clearly, and maintaining a cohesive presence across international markets.
Throughout 2024 and 2025, I led a strategic redesign of Ideals’ visual identity and design system, bringing to life a new brand strategy and logo developed in collaboration with The Marketing Practice London. The goal was to translate the brand’s new ambition into a visual language that could communicate its values with clarity, elevate its position in the market, and perform consistently at a global scale.
The process involved re-engineering the foundations of the design system — from typography, colour and photography to iconography, UI components, data visualisation, illustration and packaging — building each element from the ground up to balance flexibility with precision. Working closely with global Marketing and Content teams, I led the project from design through to rollout, ensuring the new creative output could be consistently adopted across markets, channels and touchpoints.
Previous Logo and Visual Identity
A Brand New Era
Where vision meets precision —
STRATEGY AND CONCEPT
Developed in collaboration with The Marketing Practice, the new brand strategy positions Ideals as a catalyst for the world’s most important business decisions.
From this idea emerged five defining attributes — fast, secure, global, challenger and premium — providing a strategic foundation for every creative decision. The new brand tagline, “Where vision meets precision”, distilled that ambition into a simple promise: combining the confidence to move business forward with the precision required when every decision matters.
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Strategy Guidelines by TMP
Visual Identity Workshop in London, UK
Making a mark —
LOGO AND SYMBOL
Building on the minimalist wordmark developed by The Marketing Practice, a comprehensive set of application rules and colour variations was created with simplicity and scalability at its core.
Inspired by the distinctive dot at the end of the wordmark, a companion symbol embodying the concepts of acceleration and security expanded the system, adding further visual equity across a wide range of brand touchpoints.
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Logo Redesign by TMP
Precision in every hue —
COLOURS
A precise yet diverse palette was created to give Ideals greater expression while retaining its premium character.
At its core is a tetradic colour harmony built around Ideals Deep Green — an evolution of the previous brand’s signature tone. Designed to work seamlessly across touchpoints, colour also became a functional tool for digital navigation and a subtle way to create intentional connections between the brand and its photography.
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“Everything our Design team touches becomes a masterpiece.”
Clarity at a global scale —
TYPOGRAPHY
Elegance and readability come together in a typographic system led by Ivy Presto Headline — a corporate yet expressive serif that gives the brand a refined and distinctive voice.
Additional typefaces extend the system across different languages, while detailed guidelines for scale, hierarchy, and composition ensure consistency across formats, platforms, and international markets.
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Different speeds. Same direction —
GRAPHIC DEVICES
Acting as the main catalysts of the visual system, the graphic devices translate the brand’s ideas of evolution and speed across three distinct levels: dot patterns, accelerated circles and 3D discs.
From subtle interventions to more immersive applications, this tiered approach allows the brand to adapt to different formats and constraints without sacrificing recognition.
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Premium by design —
UI COMPONENTS
Designed in close collaboration with the Digital and Product teams, the UI system brings the premium character of the Ideals brand into every interaction without compromising ease of use.
Core elements such as colour and typography create visual unity across web, desktop and mobile, with accessibility built into every decision. Animation and AI-assisted micro-interactions add a final layer of refinement, making the experience feel intuitive, responsive and distinctly Ideals.
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“Amazing design direction and execution to bring this to life.”
Insights, illustrated —
ICONOGRAPHY AND ILLUSTRATION
A bespoke iconography and illustration system was developed to bring an editorial character to Ideals Insights — an online hub for articles, interviews, white papers, and reports covering M&A, dealmaking, and industry trends.
Abstract compositions come to life through the palette’s Prosperity Gradient, while AI-assisted workflows helped create and replicate components at scale, including custom portraits for authors and contributors.
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Multiple angles. One vision —
PHOTOGRAPHY AND VIDEO
Photography and film were conceived to capture the people, conversations and industries behind the world's most important business decisions.
Premium yet natural scenes portray Idealers and clients across case studies, campaigns and digital experiences, subtly suggesting the role of the Ideals product rather than showing it literally. A consistent approach to composition, light and perspective brings elegance and authenticity to every frame.
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The results —
The redesign marked the beginning of a new era for Ideals, with early results signalling a strong alignment between the new brand and its commercial ambitions.
From its launch in November 2024 through Q2 2025, 62% of new clients chose the most premium plan — a substantial year-on-year increase and a strong indication that Ideals was succeeding in attracting higher-value business.
The project was also featured in Brand New, a leading online resource for brand identity redesigns, and earned an Ideals Spotlight Award for Company-Wide Best Team Achievement, recognising its impact both within the design community and across the business.
SOURCE: IDEALS SOLUTIONS GROUP
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“We are all winners with this new brand in place.”