Objective
When I joined Immersify, there was no real brand to work from. The UI designer and the marketing team each had their own style guide, a short list in a Word doc, with different typefaces, different colours and nothing shared between them. The logo had also drifted into four versions (Education, Dental, Nursing and Platform), all behaving like separate identities. I raised it with the CEO and CTO as something we needed to fix straight away. Every campaign, screen and piece of print built without a proper system would only add to the work of untangling it later. The aim was to bring everything under one modern identity, refined rather than reinvented, so it stayed familiar to the people who already knew us.
Project Goals
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One brand, not four. Bring Education, Dental, Nursing and Platform under a single “Immersify” identity.
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Simplify the logo. Drop “Education”, tighten the spacing and kerning, and replace the pink–purple–blue gradient with solid colour for a cleaner, more modern mark.
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Align UI and marketing. Replace the two separate style guides with one shared set of brand guidelines.
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Define the essentials. Logo lockups, clear space, colour palette, typography, tone of voice and illustration style, all in one place.
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Build for every touchpoint. Create a system flexible enough to work across the product, print, events and video.
Immersify Rebrand
Immersify
Rebrand & Brand Guidelines
Brand Identity
Behind the logos, there was no shared system either. Marketing and the UI designer each had their own guide, and marketing’s was a short presentation with four unnamed colours, two typefaces and a one-line brief: “clean and fancy… classic yet modern.” Nobody was doing anything wrong, there just wasn’t one source of truth. I kept what still worked, like the audience and tone keywords, and started with the thing people recognised most: the logo.
The Starting Point
The brand I inherited had grown without a plan. The logo had split into four versions: “immersify” over “education” with a pink–purple–blue gradient, plus Dental, Nursing and Platform, each looking like a separate brand.
The Rebrand
Everyone already called the company “Immersify”, so the first step was to drop “Education” and bring Dental, Nursing and Platform under one name. Rather than design a new mark, I refined the one people knew: stripped it back to its outline, rebuilt the spacing and kerning, and replaced the gradient with solid brand colour.
I made this animation to launch the new brand, and I first presented it to the whole company at a stand-up. It walks through the change from four logos to one, then the new colours, typeface and values. For colleagues who’d been there for years, it was the first time they’d seen the brand properly move forward. It was later released publicly on YouTube as Immersify’s official rebrand reveal.
Rebrand launch animation, After Effects · Released on YouTube
Building the Palette
I started with a few distinct palette routes, each grounded in colour theory and tested through pattern studies and real mockups, from marketing materials to a recoloured website, so leadership could see how each would actually work. We settled on two blues Bleu de France and the lighter Argentinian Blue, for a clean, tech feel.
Late on, leadership asked for a vibrant purple. Grape clashed with the blues on its own, so I introduced Russian Purple, a deep violet that anchors the palette and balances it. In the guidelines, Grape became an accent rather than a lead colour, which kept the system consistent and gave leadership the colour they wanted. With the logo and colours set, the last step was turning everything into guidelines the whole company could use.
The Guidelines
The guidelines bring everything into one place: logo lockups, including a new stacked version for square and tall spaces, clear space rules, the core palette with tints and shades, Montserrat as the single brand typeface, tone of voice and an illustration style for marketing. For the first time, product and marketing were working from the same source of truth.
Brand in Use
The guidelines weren’t a one-off. As I worked on more projects for Immersify, I kept updating them, adding the stacked lockup, extended palette and illustration style, and eventually a Brand in Use section with real examples. The Nursing Education Platform brochure worked in print and as an interactive digital edition, while the sales demo video brought the brand into motion, on screen and on our stand at conferences around the world. Each new project tested the system, and the guidelines grew with it.
Creative Reflection
This project wasn’t on anyone’s roadmap when I joined. I could see that without one shared system, every new piece of work would add to the problem, so I pushed for it early, and I’m glad I did. Everything I designed afterwards, from brochures to the demo video, was faster and more consistent because the foundations were in place.
It also taught me a lot about working with leadership. The early palette options were grounded in colour theory and real mockups, but the refinement that followed went on much longer than it needed to. Now I agree approval criteria and review checkpoints up front, before a project starts. And when a late request didn’t fit, like adding Grape, I learned that finding a way to make it work within the system is often better than fighting the decision.
The part I’m proudest of is the launch. Presenting the animation to the whole company, and seeing colleagues who’d been there for years finally see the brand move forward, made it feel like more than a set of rules. It felt like a fresh start.
If I picked it up again, I’d extend the guidelines into a UI component library and a motion guide, so product and video could follow the same system as print.
