Brand strategy - Brand identity - Tone of voice creation - Design - Brand guidelines - Production

Plusnet Brand Innovation

With only assets for ATL the Plusnet brand needed a boost giving it a solid foundation to do anything.

In 2024, Plusnet underwent a brand refresh led by its advertising agency. While the work brought strong narrative energy to the brand and performed well in campaigns, it was built with advertising in mind lacking the structure and substance needed to extend consistently across other touchpoints.

Later that year, I took ownership of the brand and quickly identified a need for deeper strategic and creative development. There was no clear brand strategy in place, no guidelines to ensure consistency, and critical elements like photography, illustration, and tone of voice were missing resulting in a fragmented experience across customer journeys and internal communications.

Since then, we've laid the core foundations of a cohesive, future-ready brand. We defined a unifying brand strategy that connects Plusnet’s personality to its people, culture, and customers. We restructured the identity system, built out a full tone of voice, and established a distinctive visual language introducing consistent photography and illustration styles that bring clarity and character to every interaction.

The result is a brand that’s not only impactful and playful, but also aligned and consistent across all channels—enabling teams across the business to deliver more meaningful, unified experiences.