Launching a new HR consultancy within the established legal powerhouse CG (Law) presented a unique design challenge: balancing fresh and approachable branding with the recognition and trust associated with the parent company.

Blue Circle, the new venture, demanded a distinct identity that embodied warmth, connection, and modern thinking, all while subtly echoing the core values of CG (Law). Given this, I embarked on a design journey focused on building a friendly, approachable, and modern brand for Blue Circle, seamlessly interwoven with recognizable elements of its parent company, ensuring a smooth transition and fostering trust within the target audience.