True

REBRAND & LAUNCH

This B-Corp investment company unites small retail founders, innovators, growth brands, and big corporates, prioritising people and planet over profit.

They’d initially adopted a distant, corporate brand to compete with the big hitters, but soon realised this didn’t resonate with the small business founders and design-savvy entrepreneurs they wanted to attract.

ANIMATED IDENTITY & SONIC BRANDING

Together, we rebuilt the brand from the ground up, highlighting True’s portfolio of brands through the new identity.

The new website featured a testimonial approach with colleague-written bios, and a set of launch films with portfolio partners sharing their positive experiences of True. We provided tone-of-voice training, design support and a 12-month comms plan.

Together with True’s CMO and Studiofibre, we transformed their new London HQ into an inclusive, collaborative space reflecting their new ethos.

AMBIENT PORTFOLIO SHOWCASE FOR TRUE HOUSE

INDUSTRY LAUNCH FILM

WEBSITE REDESIGN

MY ROLE: DESIGN & CREATIVE DIRECTOR

BEFORE

The stencil-cut logo, derived from the brand typeface, often appeared as if simply typed. Research also showed tonnes of other brands named ‘True’ with similar logo designs.

The brand had limited design assets, making the website and presentations dark and uninspiring.

‘Blue steel’ headshots replicated the seriousness of other Private Equity firms — bland, unoriginal and nothing at all like the people at True.

AFTER

The new logo and colourway commands attention. Impactful at all sizes, it exudes boldness and warmth and is designed to serve as a window into other brands.

GIFs bring the People pages to life, highlighting the human face of True. Colleague testimonials add to the charm.

A bold, broad colour palette injects life into every asset, accompanied by a suite of shapes and layouts that add a human touch to every point of contact.