A change in brand for a change management consultancy
Helping IMD deliver real change and create real results during a leadership change.
/ Services
Brand strategy, Brand visual concepts, Website, Brand Guidelines, Advertising, Stationery, PowerPoint decks
Real change. Real people. Real results.
IMD Group is a business consultancy working primarily with public sector and governmental organisations. After a period of brand stagnation, they needed a clear marketing strategy and a confident new identity to better reflect their expertise in delivering measurable change.
As a freelance graphic designer specialising in brand strategy and website design for professional services, I worked closely with IMD to reposition and revitalise their brand.
Brand Strategy & Positioning
The rebrand began with a comprehensive review of IMD’s existing identity, market position, and competitors within the change management and public sector consultancy space. Through collaborative workshops and strategic exploration, we clarified:
Core values and purpose
Target audience and sector positioning
Key messaging and tone of voice
Competitive differentiation
Working alongside writer James Binns, we defined the essence of the business — shaping their values, messaging framework, and manifesto to communicate authority, clarity, and impact.
Visual Identity & Website Design
Following the strategic phase, I developed a modern, cohesive brand identity designed to reflect IMD’s credibility and focus on delivering real-world results. The new visual system was professional and human — aligning with their people-first approach to change management.
The rebrand was rolled out across multiple touchpoints, ensuring consistency and clarity across all communications.
The Outcome
The result is a confident consultancy brand that clearly communicates IMD Group’s expertise in change management for the public sector. With a refined visual identity and strategic messaging in place, the business is now positioned for growth with a brand that matches the impact of its work.
If you're looking for a freelance graphic designer to support your rebrand, brand strategy, or consultancy website design, I’d love to help.
