Macquarie - Brand Systems & Experiences

A curated body of work focused on building scalable visual systems and branded experiences.

Designed and extended brand experiences across digital, physical, and experiential touchpoints for a global financial services brand.

CONTEXT

Global financial services brand

CONTRIBUTION

Visual design, brand systems, and experience rollout

FOCUS

Building scalable visual systems across campaigns, environments, and branded experiences

OUTCOME

A cohesive brand language applied consistently across digital, physical, and experiential touchpoints

OVERVIEW

Translating a global financial services brand across diverse touchpoints.

At Macquarie, I worked on extending the brand across a range of communication and experience touchpoints, translating core visual principles into scalable systems that could flex across event environments, branded communications, digital campaigns, and physical spaces. The work focused on creating consistency without rigidity, allowing the brand to feel recognisable, premium, and adaptable across very different contexts.

A key part of the work involved shaping how the brand showed up beyond static layouts — building a visual language that could carry through immersive experiences, thought-leadership moments, recruitment campaigns, and large-format branded environments. The goal was to create a cohesive brand world that felt contemporary, intelligent, and globally aligned.

BUILDING A FLEXIBLE VISUAL LANGUAGE

Created a visual system that could scale with clarity, consistency, and impact.

Selected visual system assets and brand expressions developed to support scalable applications across motion, digital, and environmental touchpoints.

EXTENDING THE BRAND ACROSS COMMUNICATION TOUCHPOINTS

Applying the brand system across campaigns, storytelling, and communication-led content.

Examples of how the brand system extended into recruitment, editorial, and communication-led applications while retaining consistency across tone and format.

FROM BRAND SYSTEM TO BRANDED EXPERIENCE

Scaling the identity into physical, immersive, and high-visibility environments.

Large-format and environmental applications showing how the Macquarie brand scaled across event, exhibition, and experiential touchpoints.

BRINGING THE SYSTEM TO LIFE THROUGH MOTION

Using motion to make the visual language feel more dynamic and expressive.

Motion helped bring the visual system to life in more expressive and immersive ways. Animated transitions, moving graphic forms, and dynamic compositions allowed the brand to feel more fluid across digital and event-led applications.