SLALOM
GLOBAL REBRAND
Slalom / 2022
Team / Creative Direction: Heather Bradley / Art Direction + Design: Jeffrey Underwood + Melissa Robinson / Illustration: Jon Cannell
Deliverables / identity / brand guide / business papers / swag / environmental signage / website re-skin / outdoor billboards / print + digital campaign materials / conference booth design
As Slalom expanded globally and doubled in size, the company undertook a comprehensive brand refresh to better reflect its people-first approach to business and technology consulting. The initiative repositioned Slalom as a distinctly human consulting partner, translating that strategy into a more optimistic, approachable, and globally scalable brand experience.
Working as part of the core creative team, I helped transform the brand strategy into a comprehensive visual identity system, developing a refreshed color palette, typography framework, iconography, illustration style, photography direction, and extensive library of brand assets. The system was designed to balance consistency with flexibility, enabling teams around the world to express the brand while maintaining a cohesive visual language.
The refresh extended across digital, environmental, and marketing touchpoints, including a new brand guide, website, office environments, conference experiences, and global campaigns. One of the project’s greatest challenges was scale: the system needed to support thousands of employees across multiple countries while remaining accessible and easy to use. To support adoption, I helped build an extensive ecosystem of templates, assets, and tools distributed through Canva Enterprise and other shared platforms, enabling teams worldwide to create on-brand work with confidence. The result was a cohesive global identity that matched Slalom’s rapid growth with a stronger and more recognizable brand presence.
