The first rebrand gave Mobilise a solid foundation, but three years later the business had expanded from one product to more than ten. The original visual system no longer scaled, lacked flexibility, and couldn’t effectively support new product launches or a broader market presence.
I set out to evolve the brand so it aligned with new business goals, adding depth, personality, and flexibility, while maintaining clarity, consistency, and a professional B2B presence.
I led the evolution of the visual system, expanding it with new shapes, gradients, colour tints, and scalable patterns that tied back to the brand story.
My responsibilities included:
extending the visual language with new shapes and graphic elements
creating a refined gradient and colour-tint system
improving typography rules, spacing, and hierarchy
designing new applications for product, marketing, and brand touchpoints
building updated documentation and guidelines for cross-team adoption
As a team, we:
validated the updated system across product and marketing use cases
tested flexibility across different screen sizes and channels
ensured the new system remained accessible and practical for everyday use
Balancing creativity with system rigour, ensuring the brand felt vibrant, modern, and expressive without compromising clarity, scalability, or professional tone in the telecom software market.
What I delivered:
Expanded colour system, gradients, shapes, and patterns tied to a clearer brand narrative
Stronger, more flexible visual rules for layout, iconography, and motion
Updated brand documentation and asset libraries for easier, more consistent adoption
What we achieved as a team:
A more cohesive identity applied confidently across product and marketing
A visual system that scaled with Mobilise’s rapid expansion
A more recognisable, differentiated look and feel across all touchpoints
The evolved system delivered a scalable identity that reflects Mobilise’s growth from a single product to a full suite. It positioned the brand to better support future launches, market expansion, and more mature product storytelling, strengthening credibility in the telecom software space.
