Gladstone’s new brand guidelines

Challenge

Gladstone’s brand was years out of date and didn’t represent the organisation well to internal and external audiences. Various branding exercises had been attempted over the years, but nothing resulted in a consistent, coherent brand voice and identity. As a result, the visual design felt fractured and out of step with contemporary design trends.

Without a strong visual system, design materials across departments varied widely, weakening brand recognition and reducing the overall impact of Gladstone’s communications. There was a clear need for a refreshed identity that could express both the scientific rigor and creative spirit of the organization.

Solution

Following the introduction of a new mission, vision, and brand values, we developed a refreshed visual identity rooted in flexibility and clarity. I collaborated with my creative director to design a visual system that included three typefaces, three distinct color palettes, and a modular library of shapes and textures.

The graphic elements drew inspiration from scientific illustrations, microscopy, data visualizations, and hand-marbled paper—some of which we created ourselves. This blend of structured and organic elements positioned Gladstone as both innovative and approachable, appealing to scientific and general audiences alike.

Outcomes

The new identity significantly improved brand recognition and helped position Gladstone as a contemporary, mission-driven research organization. The system was launched with a set of accessible visual language guidelines, enabling over 600 staff to apply the brand consistently across digital and print materials.

We successfully rolled out the refreshed identity across major external channels, from the website to signage, presentations, and publications. The result was a stronger, more unified brand presence that clearly set Gladstone apart from peer institutions and reinforced its strategic goals.