pitt&sherry – To Build Big, We Start Small

Our design process began with stakeholder interviews and brand workshops to gain a thorough understanding of the organisation’s culture, values, and aspirations.

A key insight was the strong emotional attachment to the lowercase logo, which stakeholders wanted to retain. Rather than redesigning the logo, we built a new identity system around it. This allowed us to modernise the brand without breaking continuity or trust.

We conducted a brand audit to assess existing materials and map inconsistencies. Using this insight, we developed a modular design framework built on elemental colour theory, accessible type scales, and a strong grid system to ensure clarity and cohesion across all outputs.

Prototypes were developed for real use cases, including social content, internal documents and corporate communications. We also created an interactive infographic that explained pitt&sherry’s market sectors in a clear, engaging format. Designed for use across web and print, it became a key storytelling asset.

To support implementation, we produced a comprehensive brand guide, templated toolkits, and motion assets. We rolled out the identity in phases, starting with high-impact touchpoints, such as the website, followed by internal materials and social channels. This approach reduced risk and encouraged feedback at each stage, building internal support and adoption.

The final system exceeded the brief by improving consistency, usability and internal engagement. The new design is being applied across the business, including a new sub-brand launch. Every element was carefully tested and professionally executed to ensure a high-quality result that will support pitt&sherry’s growth for years to come.

This identity system demonstrates excellence by delivering on functionality, usability and aesthetic impact. It retains the familiar brand mark while building a cohesive visual language that aligns with pitt&sherry’s values and ambitions.

Functionally, the design is modular, accessible and intuitive. Templates, typographic scales and colour palettes were developed to support consistent application by users with varying design experience. Internal teams can now confidently create brand-aligned communications without relying on external designers.

The identity includes digital, motion and print-ready assets, all optimised for clarity, scalability and legibility. The visual language uses natural, elemental colours that reference pitt&sherry’s environmental work while creating a fresh, recognisable presence in the engineering sector. Motion design brings dynamism to the brand across presentations and the new website. Clear hierarchy and strong layout principles ensure every application, from social media posts to large-scale signage, is coherent and professional.

Accessibility was a key focus. We ensured strong colour contrast, intuitive navigation and clear messaging across all touchpoints. The system is digital-first and resource-efficient, reducing unnecessary print and enabling agile content creation.

This project sets a new benchmark for identity design within the engineering and environmental consultancy sector. It challenges category norms and shows that professionalism does not have to mean conservatism.

By putting usability and storytelling at the centre of the process, we created a brand that is not only fit for purpose, but also elevates the firm’s presence in the market. The work demonstrates how high-quality, user-centred design can drive cultural change within an organisation, and serves as an example of how design excellence can be achieved through collaboration, insight and clarity of purpose.

The innovation in this project lies in how we balanced legacy with transformation. Rather than discarding pitt&sherry’s long-standing logo, we respected its place in the organisation’s history and created a bold, modern design system around it. This approach enabled a smoother transition and stronger stakeholder alignment than a more radical rebrand might have achieved.

We broke from category norms by introducing emotionally resonant visuals, animated content and an intuitive, modular framework. The identity system moves away from the dry, grey-blue aesthetic typical of engineering consultancies, instead using natural, vibrant colours that reflect the company’s commitment to practical environmental solutions.

The interactive infographic we created is a particularly innovative feature. It simplifies complex service information into a clear, engaging narrative that works across web, social and print. It is both a communications tool and a brand expression, designed to scale across platforms and adapt to different audiences.

Our rollout strategy was equally considered. Knowing that some internal stakeholders were resistant to change, we implemented a phased approach that allowed teams to engage with the new brand over time. This agile method not only increased buy-in but also allowed us to refine the system with live feedback.

Crucially, the brand system is designed to be used by people across the business, not just designers. Its modularity and clarity mean that templates and tools can be used with minimal training, supporting brand consistency and saving time.

This project is innovative not because of any single visual feature, but because of the way it brought together strategy, creativity and empathy to solve a real challenge. It demonstrates how thoughtful design can deliver transformation in a way that is inclusive, sustainable and highly effective.

The impact of the new identity has been immediate and far-reaching. Internally, the brand has been embraced across all levels of the organisation. Teams that previously struggled with inconsistent and outdated tools are now producing professional, consistent content with ease. The brand system has reduced reliance on external design support, saving time and increasing efficiency.

The new identity has also enabled the rapid development and launch of a sub-brand for pitt&sherry’s Building Surveying division, using the existing toolkit. This demonstrates the flexibility and scalability of the system and its value as a long-term investment.

From a societal and environmental perspective, the brand promotes accessibility and inclusivity. High contrast visuals, clear type hierarchies and an approachable tone of voice ensure communications are easy to understand for clients, partners and future talent. The design is digital-first and evergreen, reducing the need for print and allowing teams to update materials without starting from scratch.

The identity repositions pitt&sherry within a competitive market, highlighting their progressive capabilities while maintaining the trust associated with their heritage. Feedback has been overwhelmingly positive, especially from previously change-averse stakeholders, many of whom have become active advocates for the brand.

By investing in a professional design process, pitt&sherry has not only improved internal communication but also elevated their presence in the marketplace. The project serves as a strong example of the commercial and cultural benefits of design-led thinking, particularly within traditionally conservative sectors.

This work contributes to Victoria’s design reputation by showing that strategic, user-focused design can support transformation at scale, delivering impact that is both immediate and sustainable.