Year
2024
Role
Freelance Designer
Type
Rebranding . Web Design
Tools
Illustrator . Photoshop .
Frigma
Client
Value Trust Consultancy
THE BRIEF
The Value Trust Consultancy rebrand involved a strategic approach to develop a new logo and website that effectively communicates their brand values in the competitive IT and Finance sectors.
THE GOAL
To create a more accessible, unique, and repurposable logo that enhances brand recognition across various formats, paired with a professional website showcasing their expertise to attract high-value clients.
THE OUTCOME
The redesigned logo and website resulted in a 23% increase in brand visibility. The new platform provides a professional showcase of their expertise, attracting high-value clients in IT and Finance.
THE BRIEF
TOOLS USED
// PROJECT OVERVIEW
THE challenge
A Brand Holding Itself Back
The existing logo used gradients that failed to reproduce on business cards. There were no alternative versions, which severely constrained how the brand could be applied. Clients were struggling to pronounce the company name — and the visual identity wasn't helping the firm reach the larger corporate clients it was targeting.
THE aim
Universal, Flexible, Unforgettable
reate a new, modern brand identity that is universally understood, easy to reproduce in any format — print, digital, embossed, single-colour — and immediately legible at any scale. The identity needed to work for business cards and billboards equally.
THE vision
Built for Bigger Business
Value Trust was expanding its client base from small businesses to major corporations and banks. The new brand had to communicate that ambition — projecting professionalism, authority, and trustworthiness at a level that would open doors to enterprise-scale clients.
// Design Direction
"Dubai is a culture built on trust and handshake agreements. We want our clients to know we have the knowledge and the values to earn that trust."
// Client Research
Before a single line was drawn, I conducted in-depth interviews with the Value Trust team to understand not just what they wanted visually, but what their clients expected from them — and what the brand needed to say to earn that trust in a highly competitive market.
Insight 3
"Our next phase is to expand and we need something that will stand out for bigger businesses like banks and big corporations."
The brand needed to project credibility at an enterprise level — signalling to high-value prospects that Value Trust was equipped to handle complex, large-scale engagements.
Insight 4
"We do not want something that has V or T in it — the logo needs to be able to stand alone and emulate our values."
The client wanted an iconic mark — something that transcended literal letterforms and communicated their values visually, the way globally recognised symbols do.
Insight 1
"We want something simple."
The client had seen too many financial brands overloaded with complexity. They needed a mark that was immediately clear — one that could be understood across cultures and languages without explanation.
Insight 2
"There shouldn't be too many colours in it."
reate a new, modern brand identity that is universally understood, easy to reproduce in any format — print, digital, embossed, single-colour — and immediately legible at any scale. The identity needed to work for business cards and billboards equally.
Insight 5
"Our colour scheme needs to be easily reusable and easy to print on business cards and brochures."
The rebrand had to be production-first. Every design decision was tested against real-world print constraints before being finalised.
//logo conceptualisation
concept ideation
Sketched initial concepts utilising the letters V+T+C alongside abstract geometric approaches. Explored logomarks conveying precision, structure, and financial authority.
.jpg)
.jpg)
Direction a
// Abstract Concept - V+T
Direction b
// Selected Direction - V + Handshake Concept
I sketched out a range of ideas exploring the letters V, T, and C alongside abstract conceptual approaches. The goal was to find a form that could carry the weight of trust as a concept — not just as a letterform.
Direction C
// Alphabet combination concept
What does the logo represent?
.jpg)
The Value Trust Consultants (VTC) logo is an abstract representation of the letter 'V', seamlessly blending the concepts of value and trust through a single, fluid mark. At its core is a handshake — universally recognised as the symbol of trust, agreement, and partnership.
V
The lighter shade symbolises the client, embodying the trust they place in VTC. The darker shade represents the strong values and expertise that VTC brings to every engagement. The smooth, fluid lines of the design reflect adaptability, innovation, sustainability, and a forward-thinking approach — all key attributes of VTC's modern identity.
The mark was designed to stand alone without text, to reproduce flawlessly at any scale, and to carry meaning without requiring explanation.
// Final Logos
Primary logo
// Horizontal wordmark — primary brand application
Secondary logo
// Circular badge — event, stamp & social application
teritary logo
// Standalone symbol — favicon, app icon & embossed applications
// brand systems
brand colours
brand typeface
// logo minimum clear space
// logo variations
