Understanding the challenge
The existing identity no longer reflected the direction of the business. Its dark colour palette, rigid logo structure and illustration-heavy style gave the brand a dated, corporate feel, while limiting how it could work across different communications. The refresh needed to make Gratifii feel more contemporary and approachable without losing the credibility expected of an enterprise B2B brand.
A complete visual brand reset
The refreshed identity retained Gratifii’s orange while introducing a brighter blue, contemporary typography and a simplified G symbol incorporating an arrow to suggest direction, choice and forward movement. The rounded geometry of the new mark also informed the shapes and graphic elements used throughout the brand.
Photography replaced the previous reliance on vector illustration, bringing real people and situations into the communication and giving the brand a warmer, more human feel.
