Social media post featuring a glossy spherical object with the text 'SQLI DIGITAL EXPERIENCE' in bold white letters, pink graphic elements, and a play button in the center.

SQLI DIGITAL EXPERIENCE

REBRANDING

A digital branding presentation with four sections: logo and branding book cover, color palette, typography, and layout details. The logo features black and white geometric elements with the text 'BRAND BOOK'. The color palette showcases various colors with their codes. Typography details include font styles and descriptions, and layout sections contain text and design samples.

Project Overview - SQLI - FInding a new unified brand identity

In an effort to unify SQLI’s brand identity across multiple regional agencies, I collaborated with a talented team representing Osudio, Redbox, WAX Interactive, and Star Republic. Our goal was to develop a cohesive brand identity that would reflect SQLI’s values, strengthen brand recognition, and create a seamless visual language across all markets.

Scope of Work

  • Art Direction: As co-lead in art direction, I worked closely with Blandine Pietra to establish a refined, cohesive aesthetic for SQLI’s new brand direction, focusing on design consistency across the organization.

  • Concept Development: Played a key role in brainstorming the brand’s new visual concept, ensuring it resonated with SQLI’s mission and supported its evolving business strategy.

  • Visual Communication: Created visual guidelines and templates that would enable SQLI’s teams to maintain brand consistency across different regions and platforms.

  • Motion system: I was responsible for creation of further brand elements in motion and creating videos to promote the new identity.

The project highlighted my expertise in art direction, concept development, and visual communication, resulting in a unified brand identity that reinforces SQLI’s values and strengthens its presence in the digital marketplace. 

Team: Blandine Pietra (SQLI), Daria Pernak (Osudio), Paul Lewis (Redbox) Eline Cottyn (WAX interactive), Daniel Georgsson (Star republic) 

PROCESS

1. Research and Market Analysis

  • Conducted an in-depth review of SQLI’s regional markets

  • Studied competitors and the broader B2B digital landscape

  • Identified gaps, inconsistencies and opportunities for a unified visual direction

2. Development of Three Creative Concepts

  • Each regional team created a concept based on shared strategic foundations

  • Explored different design territories that reflected SQLI’s values and ambitions

  • Prepared internally for a cross-agency creative review

3. Alignment With Marketing and Leadership

  • Presented the concepts to Marketing and higher management

  • Gathered feedback across business units and regions

  • Selected and merged the strongest elements into one unified brand direction

4. Refinement and System Building

  • Expanded the chosen concept into a complete brand identity

  • Refined typography, colour system, layout rules and visual language

  • Designed assets across digital and print to ensure full consistency

5. Template Creation and Implementation

  • Built reusable Photoshop templates for static social media

  • Developed motion templates in After Effects for dynamic communications

  • Ensured all tools were aligned with the newly established design system

  • Distributed templates and guidelines across all agencies for smooth adoption

A collection of presentation slides displayed on a background with pastel colors. The slides contain sections titled 'Imagery,' 'Motion Video,' 'Gradient,' 'Welcome Pack & Goodies,' and 'Pull Up Banners,' with images and text related to digital experience branding and marketing materials.

WE ARE SQLI

A collection of colorful digital presentation slides highlighting a company's expertise, experience, partnerships, and client trust, with various graphics and text emphasizing key points.

RESULTS

  • Delivered a unified brand identity for SQLI across Europe and the Middle East

  • Strengthened brand recognition and visual cohesion across all platforms

  • Improved efficiency and consistency for local marketing teams through templates

  • Enhanced SQLI’s professional presence across digital assets, pitches, offices and events

NEXT STEPS

As of 2025, SQLI has entered a new phase of evolution following a merger and changes in leadership.
The company transitioned from SQLI Digital Experience to simply SQLI, reflecting an expanded and more diverse service offering.

The brand is currently being revisited and further developed, and I continue contributing to the new brand refresh.