Global Brand Refresh

Role: Lead Designer / Art Director
Client: Ted Baker
Scope: Brand Identity, Art Direction, Packaging, Retail, Digital & Communications
Duration: 9–12 months

I led the design across Ted Baker’s first global rebrand, helping bring a more consistent visual identity to the brand across multiple markets and touchpoints.

The 9–12 month project covered everything from visual identity, typography and colour through to materials, art direction and tone of voice. The refreshed identity was then rolled out across retail and wholesale environments, packaging, labelling and trims, corporate communications and digital.

The challenge was to create a more cohesive global brand while retaining the distinctive personality that made Ted Baker recognisable. The result was a more considered and consistent visual system that could flex across everything from a store environment to the smallest piece of packaging.