Springboard UK and The Springboard Charity are two distinct but closely linked organisations, working together to champion careers in hospitality and support unemployed individuals into meaningful work.
In March 2020, I led and delivered a full rebrand of Springboard—a transformation that was long overdue. The previous branding, unchanged since 1999, was outdated, inconsistent, and failed to reflect the energy and purpose of the organisation. As a result, Springboard often struggled to stand out in a competitive sector, limiting its potential for growth and recognition.
The goal was to create a brand that felt modern, vibrant, and aligned with Springboard’s mission - while also offering a cohesive system for its 12 sub-brands. The new identity built on the legacy of the original brand but evolves it into something more confident, consistent, and impactful. It still remained recongnisable but had a fresh new look and is also now flexible enough to resonate with a range of audiences, from jobseekers and students to hospitality leaders and corporate partners.
The rebrand included a fresh colour palette inspired by optimism and progress, modern typography, and a set of graphic elements- such as rounded shapes and geometric circles; this unifies all the brand extensions under one clear visual identity, while still allowing sub-brands to have their own distinct feel.
I oversaw the rollout across all touchpoints, from print and digital marketing materials to a new suite of WordPress templates used across three websites. Comprehensive brand guidelines were also created to ensure brand standards and consistency going forward.
This was one of the largest and most rewarding projects of my career. Not only did it bring clarity and energy to Springboard’s brand, but it also contributed to a record financial performance in 2020–2021, despite the challenges of the pandemic.