RedBalloon Brand Refresh & Brand Guidelines

Brand Strategy, Creative Direction, Brand Governance, Stakeholder Management & Rollout

BRIEF Following the introduction of RedBalloon's new brand proposition, "Enriching Experiences," the objective was to evolve the brand identity to better reflect its purpose and create a more consistent customer experience across every touchpoint.

BRAND STRATEGY Develop a refreshed brand identity and messaging framework that positioned RedBalloon as more than a gifting platform, reinforcing the role experiences play in enriching people's lives. The strategy focused on creating a cohesive visual and verbal identity that could scale across digital, print, product, partner, and customer communications

CREATIVE DIRECTION I led the development of a comprehensive brand guidelines suite, refining the visual and verbal identity to ensure every customer interaction felt distinctly RedBalloon. This included evolving the brand's imagery style, tone of voice, messaging hierarchy, typography, colour palette, and brand application principles.

ROLLOUT & IMPLEMENTATION Once the new brand framework was established, I partnered with department heads across the business to oversee the rollout of the refreshed identity. This included updating imagery, creative assets, templates, marketing collateral, and copy across multiple channels, while delivering training and guidance to ensure consistent adoption internally and externally.

OUTCOME The refreshed brand identity established a scalable framework for future campaigns and communications, strengthening brand consistency and creating a more cohesive customer experience across all touchpoints. The work contributed to a 28% increase in brand recognition, helping reinforce RedBalloon's position as a leading experiences brand.

RedBalloon Style Guide Logo_Colour Pages Mock Up.png

RedBalloon Style Guide pages Mock Up.png

Our Christmas 2020 campaign, “Enrichmas”, was the first major campaign rolled out following the rebrand, providing an opportunity to bring the new visual identity and brand positioning to life. Examples below include OOH creative and the campaign launch eDM.