AJC — Creating a More Consistent and Recognisable Brand Experience
Role: Design + Visual Direction
Scope: Branding / Campaign Assets / DigitalThe Problem
AJC was introducing a new service into their existing offering.The challenge wasn’t just adding something new, it was doing so without creating confusion or fragmentation across the brand. At the same time, their visual output lacked consistency, making it harder to clearly communicate how everything connected.
The issue wasn’t the quality of individual assets.
It was how they worked together.
The insight
Adding more to a brand increases the risk of misunderstanding.
If structure isn’t clear, new services don’t feel like an extension.
They feel disconnected.
Consistency isn’t just visual.
It’s what allows people to recognise, understand, and trust what they’re seeing without having to rethink it each time.
The Approach
The work focused on integrating the new service into the brand in a way that felt natural and easy to understand, while improving overall consistency across all outputs.
