By the time this project began, Cabot's visual identity had accumulated a decade's worth of decisions — property and course logos, master brand variations, regional colour palettes — with no unifying framework holding it together. Teams didn't know which logo to use or when. Vendors were working from inconsistent files. External partners had no clear reference point. The brand had grown faster than the system built to support it.

As design lead, I partnered with the Brand Director to create a scalable branded house that could support Cabot's continued global expansion. Senior leadership was clear: each destination needed to keep its own identity — its logos, colour palettes, and local character. The opportunity was in building a system flexible enough to hold all of that together under one coherent brand.

I developed global guidelines for logo usage, typography, colour, voice and tone, image use and photography direction. The logo architecture was key, standardizing when and where each of the logo variants should be used.

Given the operational complexity it was critical to stress-test our guidelines with real applications. To ensure the refresh actually stuck, we embedded brand ambassadors at each destination and led education sessions to roll out the new system globally.

The result was a brand that our teams, vendors, and partners could use with confidence, enabling faster production, fewer inconsistencies, and a visual identity built to scale alongside the business.