Fusion tasked me with refreshing their branding to establish a stronger, more relatable connection with their audience. The goal was to make their identity more versatile and adaptive for a variety of touchpoints, including web, social media, exhibitions, and events. After conducting stakeholder workshops and market analysis, I developed a strategy focused on three key areas.

1. Relatability: Through Imagery Fusion’s previous branding relied heavily on abstract, corporate stock imagery that lacked personality. To address this, I prioritized showcasing real people to highlight Fusion’s commitment to customer service and connect with their diverse global audience. Imagery guidelines emphasized inclusivity, reflecting hybrid work culture and diverse customer profiles. Complementary graphical elements inspired by binary code and circuit boards subtly communicated Fusion’s tech-centric offerings. 2. Enhanced Color Palette: While retaining Fusion’s original red and logo, I expanded the color palette to include navy, light gray, and a red-based gradient. This updated scheme maintained a professional tone while adding versatility and energy, replacing the previously restrictive pairing of red and jet black. 3. Clear, Informative Communication: Fusion’s old copy was jargon-heavy, making it challenging for potential customers to identify relevant services. I worked with their team to simplify messaging by focusing on customer pain points first, then addressing solutions. This approach made communications more accessible and relatable. On the new website, I structured UX around this clarity, supplementing technical content with visually engaging infographics to make complex data more digestible.