MACRO
Custom Solutions for Global Teams
Macro is a B2B marketing concierge serving global tech companies. They help mid-size and enterprise marketing teams scale their operations, navigate complex MarTech stacks, and build demand generation programs that actually perform. Their edge is their people: a globally distributed team that embeds with clients rather than servicing them from a distance. The brand had the right instincts. It just needed the visual system to back them up.
Macro came in with an existing brand that had real strengths: a distinctive logo mark, a clear colour direction, and a name with presence. What it lacked was a system. The colours had no hierarchy, the typography was flat, and the imagery had no defined direction. Nothing in the visual identity reflected what actually makes Macro different: a people-first business built on human connection, not just technology.
The refreshed brand kept everything Macro recognized as theirs and fixed everything holding it back. The colour palette was expanded into a six-colour system with primary, highlight, and neutral tiers. Typography, graphic elements, and a comprehensive imagery guide were built from scratch, with photography direction centred on human interaction rather than generic tech visuals. Every decision was made in service of making the existing brand more itself.
Macro left with a working toolkit: an expanded colour palette, typography hierarchy, graphic elements library, detailed imagery guide, and digital marketing templates ready to deploy. The refresh reinforced rather than replaced what the team already identified with, which meant buy-in was immediate. This project is a good reminder that a brand does not need to be broken to benefit from design thinking. Sometimes it just needs a sharper system and someone who knows which gaps to fill.
INDUSTRY
Marketing
SERVICES
Brand Expansion
Brand Strategy
Branded Marketing Material
Digital Asset Creation
BEFORE & AFTER
Before: A functional but underdeveloped visual identity with flat colour usage, no imagery direction, and a generic tech register that obscured the human-centred business underneath.
After: An expanded, cohesive brand system with a full colour hierarchy, typography framework, graphic elements library, and photography guide built to express Macro's people-first positioning.
THE PROCESS +
We started with an audit, making clear decisions about what to keep, what to evolve, and what to build. The logo stayed. Everything else was up for examination. We developed a creative direction document, then presented three distinct visual directions to the Macro team in a mood board session, which created alignment fast and gave us a clear target to build toward.
STEPS
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Brand audit: what to keep, evolve, and build
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Creative direction document
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Mood board presentation: three visual directions
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Collaborative direction refinement
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Colour palette expansion and hierarchy
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Typography system and graphic elements
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Imagery and photography guide
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Digital marketing collateral design