CWT Global Brand Refresh
The Challenge
CWT runs business travel and meetings management at a genuinely global scale. Their brand hadn't kept pace. The logo and orange palette were solid, recognisable, worth keeping, but everything built around them felt dated for a company operating on screens now, not just on printed collateral. My job was to modernise the system without losing what people already recognised in it. That's a narrower brief than it sounds — it means every decision has to justify itself against "does this still feel like CWT," not just "does this look better."
The Strategic Solution
I expanded the palette to hold up properly across digital environments, keeping the core orange doing the same job it always had rather than replacing it. Then I rebuilt the structural layer that actually keeps a brand consistent at global scale: type hierarchy, grid system, icon set, and clear rules for how sub-brands like CWT Meetings & Events sit alongside the main identity without competing with it. All of it went into a global brand guidelines manual, written for internal teams and regional agency partners to actually use day-to-day, not file away and ignore.
The Impact
CWT rolled the guidelines out across their global teams and regional agency partners, giving them one consistent system to build from instead of working it out case by case.
