A brand system built to scale through global growth

Jellyfish Pictures was scaling from around 200 to over 600 people. There was a well-liked identity and a brand book. While it did the job for getting the team to where they were, but for a company was opening new global sites and hiring at pace, and it needed to stretch, flex and scale with the them. The brief was to grow a brand book into a working world: one system, coherent across social, web, presentations, internal comms and new studios. I came in as the brand specialist, working with senior stakeholders to strengthen and systemise the identity, so teams across disciplines and locations could use the brand confidently without relying on external input. LinkedIn following grew from roughly 52,000 to 100,000. The company passed 600 employees without the brand fracturing or design becoming the bottleneck, and the system was built to grow with the business. Self-service beats gatekeeping. Teams shipped their own comms without queueing for a designer, review cycles shrank, and the employer brand held its shape a sharp the hiring push.