RELEX Solutions
2024 Rebrand
The Intro
RELEX Solutions are the market-leaders in supply chain planning and retail optimisation. Working with some of the world’s most successful companies across many different sectors, it was integral that the RELEX brand still looked trustworthy and professional.
Founded: 2005
Employees: 2000
Offices around the world: 21
The Brief
As design lead for this project, I felt that it was integral that we build an open environment where all opinions and thoughts could be shared freely without hesitation. The overall aim was to adapt and update the RELEX brand. Embrace the ‘fun’, and try to find a way to consistently merge it with the ‘corporate’ company structure. Create a system that allows for further creativity when it comes to artwork and resource creation. Give the RELEX brand clear direction, and room to develop in future.
A new typeface named Figtree was introduced across the whole company. This provided a modern update to their previous font.
As a nod to the past, a new core palette was assigned which will run throughout all RELEX resources and artwork.
A diverse set of interchangeable organic textures were crafted to elevate visual appeal in artwork, promoting flexibility and creativity.
RELEX may technically be categorised as a corporate entity, yet its internal ethos and demeanour diverge significantly from typical corporate norms. This divergence informed the strategy for the rebranding, prioritising both structure and precision, while embracing adaptability. Therefore, the adoption of organic shapes emerged as the ideal strategy. These shapes serve as flexible visual elements, adaptable to various uses, ensuring that the design is seamlessly integrated with the content.
Icons
I created a library of over 70 icons, offering a wide range of visual symbols for various applications. These icons are visible across various RELEX resources, spanning from brochures to the website.
Illustrations
Graphic elements, such as illustrations, hold significant importance for RELEX, as they not only display the company’s personality, but also facilitate the clear and engaging representation of intricate processes and concepts.
Sub-brand Development
RELEX participates in numerous global events annually and also organises its own internal gatherings. Among these, RELEX Live and RELEX Next stand out as two of the larger and more recognized events. Each event features its own unique styling, serving as an extension of the main brand.
