Discovery
When I joined Bellrock as Senior Designer, the business had grown through acquisition into a group of nine companies. Each had developed its own identity, marketing materials and way of communicating, leaving the brand fragmented and inconsistent. Working alongside the Head of Marketing, I carried out a comprehensive audit of the brand across every part of the business. We uncovered outdated assets, inconsistent messaging and a lack of governance, with teams continuing to produce materials using legacy branding. The business needed more than a visual refresh. It needed a clear brand strategy capable of uniting the organisation around a single identity.
Design
Together we developed the strategic foundations for the rebrand, refining Bellrock's brand narrative and defining the principles that would shape the creative direction. We led a competitive agency selection process, ultimately appointing Kyan to partner with us on the project. Acting as Bellrock's in-house creative lead, I worked closely with Kyan's Creative Director throughout the development of the identity, ensuring every decision reflected the strategic objectives of the business. One of the key ideas I introduced was reconnecting the brand with the story behind its name. The Bell Rock Lighthouse has guided ships safely through dangerous waters for over two centuries, making it a fitting metaphor for Bellrock's role in helping clients navigate complex property and compliance challenges. Rather than depicting the lighthouse itself, I briefed the concept of its guiding beam of light as an abstract visual device, representing guidance, safety, certainty and trust. This became the foundation of the new identity system, giving the brand a distinctive visual language rooted in Bellrock's heritage.
Delivery
The project extended far beyond creating a new identity. Working alongside the Head of Marketing, I developed plans for rolling the brand out across every touchpoint, from digital platforms and presentations to fleet vehicles, signage and internal communications. The rebrand established a clear strategic direction for Bellrock, creating a unified identity capable of bringing nine businesses together under a single brand. The project demonstrates my ability to lead complex brand transformation from discovery through to delivery, combining strategic thinking, stakeholder management, agency collaboration and creative direction to deliver meaningful organisational change.