Brand·Corporate Services
Squad International – Brand Identity
A masterclass in corporate minimalism. We built a scalable visual toolkit engineered to command immediate market authority across every touchpoint.
LogoBrand BookIdentity
Client · Squad InternationalDuration · 14 daysService · Brand Identity
60pg
Brand Book Delivered
14d
Full Delivery Timeline
100%
Client Satisfaction Score
12+
Asset Formats Delivered
Overview
Squad International needed a brand identity that could operate at enterprise scale — rigorous enough for pitch decks and board presentations, flexible enough for digital and print across three continents.
The Challenge
The company was scaling aggressively into new markets but operating with a logo designed in 2017 and no formal brand guidelines. Different departments were using different versions of the logo, colours varied across touchpoints, and the overall visual identity communicated "growing startup" rather than "global enterprise." This was actively hurting enterprise sales conversations.
Our Solution
We ran a discovery session to establish positioning — where they sat in the market and who they were speaking to — then built a complete brand system from scratch. The result was a 60-page brand book, a full asset suite in every required format, and guidelines clear enough that any designer anywhere could execute on-brand work without a briefing call.
How We Did It
Our Process
01
Discovery & Positioning
Two-hour workshop with the founding team to establish brand pillars, competitor differentiation, and target audience tone. Outputs informed the entire visual direction.
02
Logo Exploration
Delivered three distinct logo directions in different visual territories: corporate geometric, wordmark-led, and icon-forward. Each with full rationale and application mockups.
03
Brand System Build
Expanded the approved direction into a complete system: primary and secondary colour palettes, three typeface pairings, icon library, photography style guide, and pattern/texture assets.
04
Brand Book & Asset Delivery
Produced a 60-page brand guidelines PDF with real-world application examples across web, print, signage, and digital. All source files delivered in AI, EPS, SVG, PDF, and PNG.
"The brand book they delivered is one of the most thorough we've seen. Every department now works from the same visual playbook and our enterprise pitches look significantly more authoritative."