Branding • Curio Group Rebrand
Led a full visual refresh and website redesign for Curio Group, developing a scalable brand system adopted across marketing, internal templates, and digital platforms.
Feb 28, 2022
CLIENT
Curio Group
CLIENT
Curio Group
CLIENT
Curio Group
Role
Senior Digital Designer / Workshop Facilitator
Role
Senior Digital Designer / Workshop Facilitator
Role
Senior Digital Designer / Workshop Facilitator
Service
Branding / Digital Design
Service
Branding / Digital Design
Service
Branding / Digital Design
The Challenge
The Challenge
The Challenge
Curio is a human capital company working across education, public policy, and digital transformation. Its existing brand presence was not aligned with its evolving identity — particularly its commitment to people-centred, thoughtful consulting.
The goal was to develop a refreshed visual identity that was warm, modern, and human — and to ensure that this visual language could be implemented coherently across internal templates, marketing, and digital platforms, including a full website redesign.
Curio is a human capital company working across education, public policy, and digital transformation. Its existing brand presence was not aligned with its evolving identity — particularly its commitment to people-centred, thoughtful consulting.
The goal was to develop a refreshed visual identity that was warm, modern, and human — and to ensure that this visual language could be implemented coherently across internal templates, marketing, and digital platforms, including a full website redesign.
Curio is a human capital company working across education, public policy, and digital transformation. Its existing brand presence was not aligned with its evolving identity — particularly its commitment to people-centred, thoughtful consulting.
The goal was to develop a refreshed visual identity that was warm, modern, and human — and to ensure that this visual language could be implemented coherently across internal templates, marketing, and digital platforms, including a full website redesign.
The process
The process
The process
1. Visual Exploration & Stakeholder Alignment
Worked closely with the executive leadership team to understand Curio’s evolving positioning. During this process, I developed four distinct visual directions via moodboards, covering:
Illustration style
Typography
Colour systems
Photography tone
Art direction and brand visual personality
This was a collaborative, iterative process — presenting, refining, and eventually opening feedback to the wider team to drive consensus.
2. Brand System Design
Built a comprehensive internal style guide in the form of an Adobe CC library to be shared with all design personnel, A Figma design system of components, a brand book guiding all staff on how to employ the new brand system, as well as designing a tone of voice guide for all written communications.
3. Template Development
Working with an external vendor, I designed the visuals for all Office 365 collateral for internal and external use, including:
PowerPoint templates
Process graphs
Word templates for proposals and reports
4. Website Design System
I collaborated with leadership on the information architecture for the new Curio website, translating brand direction into scalable UI components in Figma, developing a lightweight component-based design system for fast prototyping and flexible page layouts, while maintaining a strong focus on usability, accessibility, and alignment with the new brand personality."
1. Visual Exploration & Stakeholder Alignment
Worked closely with the executive leadership team to understand Curio’s evolving positioning. During this process, I developed four distinct visual directions via moodboards, covering:
Illustration style
Typography
Colour systems
Photography tone
Art direction and brand visual personality
This was a collaborative, iterative process — presenting, refining, and eventually opening feedback to the wider team to drive consensus.
2. Brand System Design
Built a comprehensive internal style guide in the form of an Adobe CC library to be shared with all design personnel, A Figma design system of components, a brand book guiding all staff on how to employ the new brand system, as well as designing a tone of voice guide for all written communications.
3. Template Development
Working with an external vendor, I designed the visuals for all Office 365 collateral for internal and external use, including:
PowerPoint templates
Process graphs
Word templates for proposals and reports
4. Website Design System
I collaborated with leadership on the information architecture for the new Curio website, translating brand direction into scalable UI components in Figma, developing a lightweight component-based design system for fast prototyping and flexible page layouts, while maintaining a strong focus on usability, accessibility, and alignment with the new brand personality."
1. Visual Exploration & Stakeholder Alignment
Worked closely with the executive leadership team to understand Curio’s evolving positioning. During this process, I developed four distinct visual directions via moodboards, covering:
Illustration style
Typography
Colour systems
Photography tone
Art direction and brand visual personality
This was a collaborative, iterative process — presenting, refining, and eventually opening feedback to the wider team to drive consensus.
2. Brand System Design
Built a comprehensive internal style guide in the form of an Adobe CC library to be shared with all design personnel, A Figma design system of components, a brand book guiding all staff on how to employ the new brand system, as well as designing a tone of voice guide for all written communications.
3. Template Development
Working with an external vendor, I designed the visuals for all Office 365 collateral for internal and external use, including:
PowerPoint templates
Process graphs
Word templates for proposals and reports
4. Website Design System
I collaborated with leadership on the information architecture for the new Curio website, translating brand direction into scalable UI components in Figma, developing a lightweight component-based design system for fast prototyping and flexible page layouts, while maintaining a strong focus on usability, accessibility, and alignment with the new brand personality."
Solutions
Solutions
Solutions
A versatile visual identity system suitable for digital, print, and video
I created branded templates that elevated professionalism across internal tools, delivered a modernised website design aligned with Curio’s evolved identity, built reusable Figma components to enable easy content creation and rapid page prototyping, and developed an icon-based illustration style adaptable for use in explainer videos.
A versatile visual identity system suitable for digital, print, and video
I created branded templates that elevated professionalism across internal tools, delivered a modernised website design aligned with Curio’s evolved identity, built reusable Figma components to enable easy content creation and rapid page prototyping, and developed an icon-based illustration style adaptable for use in explainer videos.
A versatile visual identity system suitable for digital, print, and video
I created branded templates that elevated professionalism across internal tools, delivered a modernised website design aligned with Curio’s evolved identity, built reusable Figma components to enable easy content creation and rapid page prototyping, and developed an icon-based illustration style adaptable for use in explainer videos.
Impact
Impact
Impact
The visual system was adopted across marketing, sales, and digital products, helping unify brand expression and improving internal content consistency.
It also created a shared design language that made cross-functional work — from thought leadership pieces to client-facing platforms — more aligned, intentional, and representative of Curio’s values.
The visual system was adopted across marketing, sales, and digital products, helping unify brand expression and improving internal content consistency.
It also created a shared design language that made cross-functional work — from thought leadership pieces to client-facing platforms — more aligned, intentional, and representative of Curio’s values.
The visual system was adopted across marketing, sales, and digital products, helping unify brand expression and improving internal content consistency.
It also created a shared design language that made cross-functional work — from thought leadership pieces to client-facing platforms — more aligned, intentional, and representative of Curio’s values.
Reflection
Reflection
Reflection
This project allowed me to work at the intersection of design strategy and operational delivery. Managing input from the C-suite required strong communication, clear rationale, and flexibility — all while keeping the creative vision cohesive and purposeful.
It also reaffirmed the value of building modular systems that empower non-designers to extend design in consistent, user-friendly ways.
This project allowed me to work at the intersection of design strategy and operational delivery. Managing input from the C-suite required strong communication, clear rationale, and flexibility — all while keeping the creative vision cohesive and purposeful.
It also reaffirmed the value of building modular systems that empower non-designers to extend design in consistent, user-friendly ways.
This project allowed me to work at the intersection of design strategy and operational delivery. Managing input from the C-suite required strong communication, clear rationale, and flexibility — all while keeping the creative vision cohesive and purposeful.
It also reaffirmed the value of building modular systems that empower non-designers to extend design in consistent, user-friendly ways.
