Designing a future-facing identity for one of the world’s leading behavioural science firms.
As part of BEworks’ rebranding team, I co-led the transformation of the firm’s visual identity — aligning it with its evolving strategic goals, scientific credibility, and culture of experimentation. This project was not just a visual redesign, but a behavioural repositioning of how the firm communicates trust, intelligence, and creativity across its ecosystem.
My Role
Visual Design Lead
Co-developed logo and brand system
Facilitated strategy and alignment workshops
Designed visual applications across key touchpoints (website, reports, events, social)
The Challenge
With growing visibility across finance, ESG, and public sectors, BEworks needed an identity that reflected both intellectual rigour and human-centred creativity. The previous brand lacked cohesion and flexibility. We needed a scalable system that was clear, contemporary, and behaviourally intentional.
Behavioural Insight
A core principle guided our approach: perception is behaviour. We applied behavioural science not just to what BEworks says, but to how it is visually interpreted.
We designed around key questions:
How do colours and shapes influence perceived credibility and innovation?
How can layout reduce cognitive load in reports and emails?
What visual systems support default thinking and emotional reassurance?
The rebrand was not just visual—it was about embedding behavioural nudges into every touchpoint.
Design Approach
Co-led internal workshops to define brand values and tone
Created a flexible visual system, enabling fast adoption across teams
Developed layouts that support scanning, short attention spans, and chunked comprehension
Rewrote and redesigned reports and newsletters to reflect the updated tone
Visual Strategy
Logo: Modular, signalling transformation and structure
Colour: Bold coral, deep navy, soft cream — combining authority with approachability
Type system: Modern sans-serif pairings for clarity and cognitive ease
Illustration style: Human-centred, supporting the firm’s emphasis on empathy and insight
Reports, newsletters, web, and video series were all redesigned to reflect this new visual and behavioural alignment
Outcome
Full brand system launched across digital, print, and video platforms
Improved engagement across all comms channels
Strengthened perception of BEworks as a rigorous, modern, and human behavioural science firm
Internal teams now empowered with flexible tools that reflect the brand’s voice and mission
Old website
Proposed
Reflection
This project underscored that a brand system is also a behavioural system. Each visual choice can either reduce or increase friction, signal clarity or confusion, build trust or erode it. Designing for perception is designing for outcomes.
Measurable Results (Post-Rebrand)
Newsletters performed above average
– 39% open rate
– Over half of readers fully read the content
– 39% open rate
– Over half of readers fully read the content
Increased website traffic
– 2,300+ visits in one month
– 2,200 new users
– 2,300+ visits in one month
– 2,200 new users
Social media growth with key industry followers
– C-level leaders and behavioural experts from RBC, Scotiabank, UNDP, and others
– C-level leaders and behavioural experts from RBC, Scotiabank, UNDP, and others
Internal emails had strong engagement
– 62% read rate among staff
– 62% read rate among staff
New brand applied to
– Video series, reports, brochures, events, and career materials
– Video series, reports, brochures, events, and career materials