2025-2026
Unifying a diverse global portfolio with a digital-first identity
My Role: Design Lead & Creative Director. I guided a cross-functional team of 3 designers and a communications specialist. Core focus areas included Creative Art Direction, Motion Design, and Enterprise-Level Scalable Design Systems.
CLIQ Digital was transitioning into CLIQ Group, evolving into a parent company structure with a diversified portfolio. The imperative was to develop a new visual language that supported this corporate restructuring, communicating maturity, stability, and future growth to investors and global partner
The goal was to establish a timeless, symbolic, and structured identity to unify the brand landscape and enable controlled future expansion. but we had two major challenges:
Lack of Maturity
The existing assets failed to communicate the company's new stature as a global holding group.
Lack of Governance
The absence of a centralized design system led to inconsistent communications across departments and investor materials.
We considered two directions: a complete rebrand or an evolution of what we had. We chose evolution. Instead of discarding the past, we built on it , refining the logo, adding depth, and creating meaning. We introduced a subtle search icon in the negative space of the “Q”. A nod to our performance marketing roots. The letters were strengthened to give the brand a bolder, more confident presence. We moved from monochrome to a vivid, saturated blue a color that felt credible, digital, and human.
Beyond the logo, we built a full visual system. Typography rules, a flexible color palette, motion behaviors, iconography, and layouts all designed to bring consistency and clarity across every touchpoint. The system was made to scale. Whether it’s investor decks, social posts, or motion graphics, teams now have the tools to create with confidence and cohesion.
The new identity positioned CLIQ Group as bold, trusted, and future-ready. It brought structure where there was none and meaning where it was missing. This wasn’t just a redesign it was a strategic evolution. A brand that finally reflects who we are, and where we’re going.
