Baillie Gifford look further than most, backing companies others overlook and thinking in decades where the market thinks in quarters. As Head of Creative at Dog, I worked with their in-house team to evolve a brand identity that could carry that philosophy across digital platforms.

'Seeing the world through a different lens' was the creative concept I built the motion branding system around. One expression of that was the logo adopting its colour from adjacent photography, so every communication is subtly shaped by the real world they're invested in.

Motion was my primary focus. I built the 'Different Lens' template from three concentric frames, each representing a core brand quality: Curious, Patient, Brave. What started as a design choice rippled outward to shape messaging, layout, and sonic branding, becoming the quiet organising logic of the entire identity.