In late 2025 the opportunity arose for a full brand refresh at Navitas Safety. As the in-house Graphic Designer and sole full-time creative, I was given the chance to spearhead this visual refresh as part of a broader Marketing overhaul. My key focuses were these:
1) Modernise the visual identity according to current design trends
2) Refocus the visual direction for greater recognisability amongst competitors
3) Create bespoke & reusable brand assets to cut reliance on stock imagery & generic graphics

The refresh covered all aspects of the visual identity: the website, social presences, advertising, sales materials, client comms, internal documentation, and more. 

Navitas Safety’s brand underwent a visual redesign in 2022, with a new elephant mark and warm gradient colour palette, which I wanted to refocus on with my refresh, cutting overreliance on generic assets and the use of colour values outside of the existing brand guidelines.

This necessitated a reissued brand guidelines document with a reorganised colour palette (shifting some values for a brighter, more modern feel, and replacing darker tones with lighter ones for improved accessibility), as well as new applications of the (itself untouched) brand logo, and a bespoke new icon set.

Additionally, new rules were set on typography, focusing on punchier titling and pull-quotes, while body text was optimised for better web accessibility.

I introduced more animated elements for use in video collateral (sales material, product walkthroughs/demos, and new feature announcements) using the elephant trunk to create a swooping line motif -- arcing through designed backgrounds and looping around cutouts and focus points. This was done to echo Navitas’ ability to take care of every aspect of safety in foodservice businesses, with one handy dashboard in which everything is ‘all wrapped up’ by the experts.

As well as redesigning the public-facing side of Navitas Safety, I set about remaking a fleet of new templates for internal use: team meeting itineraries and client comms, new staff headshot styles & email signatures, new training certificates issued from our academy learning platform, and templates for social posts, including whitepaper documents, visual carousels and advertising. The key success of these new templates would be decided by their accessibility and ease of use for any members of staff who would need them -- so I issued usage guides where necessary, assisted with the rollout of more technical elements, and optimised all templates so that they could be customised and ready to use in minutes, without restrictive software or creative experience.