When Purpose Needs to Be Seen and Felt
The challenge
CIPD had defined a bold new purpose – Championing Better Work and Working Lives – but its existing brand no longer reflected the scale or ambition of the organisation.
With 135,000 members across 130 countries, an increasingly digital-first audience and a growing international footprint, the brand needed to evolve in a way that felt modern, inclusive and globally consistent.
This was far more than a visual refresh. The rebrand needed to land across members, volunteer networks, training partners, public policy stakeholders and internal teams – without losing trust or creating disruption.
What I delivered
I led the rebrand programme from strategy through to execution, building and directing a cross-functional internal team while managing the external brand agency and leading communications across the organisation.
This included:
A key focus was ensuring the brand felt representative of CIPD’s diverse global community while creating consistency across thousands of assets, channels and markets.
The impact
The programme delivered far more than a new identity. It created a stronger platform for future growth by:
The rebrand was later recognised by Transform magazine as an example of brand transformation done well.
“Highly competent and effective marketing leader… delivered a comprehensive and highly successful brand refresh programme… with the ability to engage with multiple stakeholder groups to gain buy-in and maximise success in what was a complex and strategically important programme.”
