The Brief

McKenzie & Co approached me to refresh and refine their brand identity – not to reinvent it. With their logo and signature green remaining untouched, the goal was to elevate their visual language, tighten brand consistency, and create a more dynamic, premium system that reflected their growth and national reach.

The Approach

The starting point was a deep audit of the existing materials. While the core identity was strong, there were inconsistencies across templates, typography, iconography, and collateral that diluted brand impact. I focused on building a cohesive design system around the existing brand elements – retaining what worked, and modernising what didn’t.

Key developments included:

• A refined type system centred on Avenir and Aptos

• A premium, structured icon set with consistent stroke weights

• Refreshed layouts and templates for proposals, RFPs, social media, and internal documents

• A new photographic style and colour grading approach to add emotional depth and cohesion across materials

• Expanded use of secondary colour tones and a chestnut accent to elevate warmth and sophistication

The Result

The evolved identity brought greater polish and cohesion to every brand touchpoint – without losing the equity of the original mark. The system was built to scale across offices, teams, and formats, while feeling more confident, human, and premium.

The refreshed brand guidelines now serve as a comprehensive toolkit, helping internal teams and external suppliers implement the identity with ease and clarity.