UK Debt Expert are the UK's largest debt consolidation company, and they came in wanting a complete rebrand, one that would change how the brand was perceived both internally and out in the world. The brief was to build everything from scratch: brand proposition, visual identity, and a system that could carry the new thinking across every touchpoint.

I led the brand from the ground up. The client's own market research told a clear story: every competitor was crowding around the same message, shouting about how much debt they could write-off. It was a sector with a trust problem, and nobody was addressing it. A discovery workshop with the UKDE team confirmed the direction, and we positioned the brand around empathy and partnership rather than percentages.

From there I created a new brand marque built around the idea of partnership, and a mosaic-inspired graphic system, a flexible visual language designed to work as the connective tissue across everything UKDE produced. The rollout was broad. Branded items, explainer videos, a TV commercial, and a series of posters for the Glasgow Subway. Across all of it, the identity held its shape and kept finding new ways to breathe.