Rethinking a rushed visual identity for an industry pioneer

As a growing business that recognised the importance of branding, SG Elite approached DHD to rethink their impractical existing visual identity and rushed website.

I completed the brand strategy and visual identity independently, before working closely with a UI designer to shape the website design.

Practical considerations, such as PPE and equipment colours, placed restrictions on the creative choices available to me.

A brand audit and competitor research revealed a strong focus on sustainability within the industry.

Interviews and questionnaires indicated that SG Elite wanted to differentiate based on quality and expertise—actively seeking to create an accreditation standard for the entire industry.

When the client initially dismissed the concepts presented, I successfully defended them and made minor adjustments to demonstrate that they met the client’s needs.

An evolution of their existing mark, I brought new meaning by linking it to their brand value of being industry pioneers and innovators.

The angular construction of the logo has lent itself to both print and digital compositions, making for a unique graphic device.

For this project, motion has been considered from the earliest days, bringing brand expression to their video content across the website and social media.

DHD is in the midst of rolling out the new SG Elite brand.

Based on their experience working on the brand and web projects, they have become a major retainer client, making use of photo, video, design, and social media services.