Brand Management

PROJECT: Centrical Brand Refresh
ROLE: Creative Director
RESULT: 33% faster campaign turnaround, 40% increase in internal CSAT, global brand consistency.

Overview

In 2019, Centrical rebranded from GamEffective, but the rollout lacked the structure needed for long-term success. The brand system was minimal, consisting of a logo, competing color palette, and two similar typefaces, without clear guidelines or scalability.

When I joined in 2022, my mandate was to elevate the brand and establish a foundation that could support consistent, high-quality output across a growing global organization.

The Challenge

The issue wasn’t just aesthetics, it was operational. Design lacked a foundation. No templates, no shared assets, no defined workflows. Every project started from zero, slowing the team down and diluting the brand with each execution.

At the same time, evolving the brand required careful navigation. This was a founder-led company, and the identity was deeply personal. Gaining trust meant demonstrating that refinement, not reinvention, would unlock growth.

The final challenge was cultural: creating a system people would actually use. Without adoption, even the best brand work fails.

The Approach

I approached the rebrand as both a design and systems problem.

Rather than starting over, I audited what worked and built around it—protecting equity while introducing structure. The logo remained. Typography stayed functional. But everything around it was redefined with intention.

Clarifying the core: Rebuilt the color system to remove friction and introduce hierarchy, maturity, and flexibility
Designing for scale: Created a modular toolkit of templates and assets that allowed teams to move faster without sacrificing quality
Building the engine: Established a clear design process, integrating project management, timelines, and file systems to eliminate inefficiencies
Driving adoption: Launched the brand as an experience, not just guidelines. Training, internal programming, and a global ambassador network turned the system into something people understood and championed

The Outcome

33% faster campaign turnaround through reusable templates, streamlined workflows, and clear production guidelines
40% increase in internal CSAT for design, driven by improved clarity, process, and team alignment
Global brand consistency achieved across North America, EMEA, and LATAM via a brand ambassador program and localized training
Successful rollout supported by launch events, educational content, and ongoing governance to ensure long-term sustainability