Springboard Rebrand
The Springboard Charity and Springboard UK are two interconnected organisations working towards a shared mission: promoting careers within the hospitality industry and helping unemployed people gain access to work opportunities.
In March 2020, we launched Springboard’s first major brand refresh in over 20 years. I led and delivered the complete rebrand, from concept through to implementation. The previous identity, unchanged since 1999, had become outdated and inconsistent, making it difficult for the organisation to be recognisable and to stand out in a competitive sector.
The previous identity, unchanged since 1999, had become outdated and inconsistent, making it difficult for the organisation to be recognisable and stand out in a competitive sector. The rebrand introduced a more vibrant, modern and cohesive visual identity that strengthened brand recognition and created a flexible foundation for future communications across print and digital channels.
The rebrand introduced a more contemporary and cohesive visual identity, creating a stronger brand presence and providing a flexible foundation for future communications across both print and digital channels.
Design Process
The new identity was designed to modernise and elevate the brand while retaining recognisable elements of the original. The aim was to create a vibrant, distinctive, and highly flexible visual system that could unify Springboard and its many sub-brands under one cohesive identity, while still allowing each area to maintain its own individuality.
Every element of the rebrand was carefully considered. The colour palette was developed to reflect Springboard’s mission and optimism, while the typography introduced a modern and adaptable tone across both digital and print applications. Rounded shapes and geometric circle motifs became a core part of the visual language, creating a consistent framework that could expand seamlessly across all sub-brands, each with its own dedicated colour palette and audience focus.
The project involved a full redesign of Springboard’s print, digital, and web assets, as well as collaborating closely with developers to create a flexible WordPress template system used across three websites and twelve distinct sub-brands. I also produced comprehensive brand guidelines to ensure long-term consistency across the organisation.
The rebrand proved to be highly successful, helping reposition Springboard as a modern and recognisable presence within the hospitality industry. Following the launch, the organisation moved from a £362k loss in the previous financial year to achieving a record profit of £540,000 in 2020–2021, despite the challenges faced during the pandemic. Seeing the tangible impact that thoughtful, strategic design had on the organisation’s growth and visibility remains one of the highlights of my career.
