Peninsula

A professional woman with glasses in a navy blue blazer standing outdoors in an urban setting with tall glass buildings in the background.

Role: Head of Creative
Year: 2024
Duration: 6 months

We reshaped the visual identity of the employment law and HR consultancy, trading rigid corporate authority for a compelling new brand that blends professional confidence with genuine warmth, creating an approachable global presence.

  • Defined global visual and content strategy

  • Directed design system and template production

  • Partnered with developers to launch platform improvements

The Challenge

Peninsula’s legacy identity was inconsistent across its marketing and communications materials.

The business faced a fragmented brand identity, weakening internal alignment, undermining client confidence and failing to convey the consultancy’s expertise.

Rebrand adopted across

14

global offices in 3 months

A tablet on a stand displays a business website with a man in a suit, greenery, and modern office background. The website text says 'Award-Winning HR and Health & Safety Support' and includes contact information for Peninsula.
A binder with a report titled 'Upcoming Changes in Employment Legislation' featuring a photo of a woman wearing glasses and a blue blazer, placed on a dark blue surface.

Increased average

email campaign CTR by

120%

through persona development and

internal alignment

on brand messaging

Open presentation binder containing two documents titled 'PENINSULA,' with a navy blue cover and red trim, placed on a dark blue surface.
Close-up of a modern building's dark exterior with reflective windows and horizontal architectural lines.

The approach

  • Ran stakeholder workshops to define the brand’s core attributes: trust, clarity and reliability

  • We developed a scalable brand system, unifying colour palette, typography and iconography

  • Created detailed print specifications and templates for collateral such as reports and event materials

  • Designed responsive layouts for landing pages, email campaigns and social content

Cut production costs by

50%

through supplier audits

A person holding a dark blue credit card with 'PENINSULA' written on it in red, against a dark background.
Close-up of a man wearing a blue suit, white shirt, and a blue striped tie.

Leadership & Collaboration

I oversaw a team of global designers, copywriters, videographers, and external print production partners. Through monthly design reviews with the executive board, I ensured every decision aligned with business objectives. I mentored two designers, guiding them in applying the new system across diverse assets.

After the rebrand, we held internal workshops to ensure all communications with clients and prospects from our services teams aligned with and represented the new brand voice and visual style.

Man holding a smartphone with a business professional on the screen, advertising HR and health support services.

Brand refresh drove a 

35%

rise in website engagement

in 3 months

Hand holding a dark blue coffee cup with a black lid, with the word 'PENINSULA' written in red, against a black chair and a plain white background.