CUE: Brand
Situation
CUE had built strong early recognition as a live engagement platform. As the company matured, the brand needed to grow with it: more confident, more scalable, and able to show up everywhere from a sales deck to a stadium screen.
The Challenge
The work required restraint. Change too much and you lose recognition that users and partners already trusted. Change too little and the brand can't stretch across everything it now had to cover: marketing, partnerships, sponsorships, live in-venue moments. And it couldn't depend on me. Sales, marketing, and partner teams all produce brand material daily; the system had to work in their hands, not just mine.
What I did
I led the evolution of the identity: refined the core visual language, strengthened the typography, rebalanced the colour system, and clarified the hierarchy. Then I built the guidelines and frameworks that let every team apply it confidently without a designer in the room.
That last part turned out to be the real project. A brand system is only as good as the work other people make with it. The guidelines have since grown into AI-assisted design systems that let sales and marketing build their own decks, on brand, in a fraction of the time. That story continues in the product case study. → See the product side: CUE Product Design
The result
A more mature, flexible identity that scales from a one-pager to an arena, applied consistently by teams across the company. The proof isn't the guidelines document. It's the work made by people who never opened it.
