Brand Transformation at OneID
1. Context
OneID, a UK-based digital identity provider, was preparing to scale as the industry moved toward greater trust, interoperability, and real-time verification. The business needed a compelling, strategic brand identity to support B2B partnerships, raise awareness in a complex market, and engage both business and consumer audiences with clarity and confidence.
2. My Role
As Head of Brand, I was responsible for building and leading the brand function, owning visual identity, messaging strategy, marketing communications, and creative output across all touchpoints. I worked closely with senior leadership, product, compliance, and commercial teams to ensure the brand aligned with business goals and industry regulations.
3. The Story
Digital identity is often misunderstood or distrusted. My approach focused on building a brand rooted in trust, clarity, and human benefit. I developed a narrative and visual language that framed OneID not just as a tech solution, but as a secure, empowering force for users and businesses alike — modern, compliant, and accessible.
4. The Execution
Repositioned the brand identity with new visual language, tone of voice, and flexible assets for both commercial and product use
Designed and delivered brand collateral, including pitch decks, sales materials, web content, and thought leadership
Led creative direction for campaigns, product explainers, and animations to increase awareness and support user adoption
Built a foundational design system and brand playbook for internal and external consistency
Partnered cross-functionally to align compliance, accessibility, and visual storytelling
5. The Outcome
Strengthened brand credibility and clarity in a highly regulated and technical sector
Created tools that helped sales, marketing, and partnerships communicate value with ease
Supported awareness during a key growth phase, helping OneID position itself as a trusted innovator in digital identity
Delivered a brand presence that felt both secure and accessible — a rare balance in the identity space
