Baillie Gifford Brand Evolution
Founded in Edinburgh in 1908, Baillie Gifford is an independent investment management firm dedicated to achieving long-term returns for its clients. The company views the world as a fascinating, dynamic landscape full of untapped potential, encapsulating its core philosophy: Curious, Patient and Brave.
As a lead designer within the Brand Innovation team, I undertook the challenge of revitalising and evolving the identity into a bold, engaging brand with a visual and narrative system that feels authentic, confident, and human. The goal was to evolve the brand beyond traditional financial aesthetics, highlighting real people and real ideas in real places. The refreshed brand captured Baillie Gifford’s true essence and distinct perspective — ‘We are not them’.
In driving the creative direction and delivering high-quality design concepts, my work integrated strong visual brand principles emphasising typography confidence, dynamic layout, immersive photography, intelligent use of colour and captivating digital interaction — to ensure a cohesive and contemporary brand experience.
My role: Brand Identity, Design Strategy & Visualisation, Art Direction, Digital
