PwC

Client

As part of my final major project at the University of Huddersfield, I set out to reimagine the identity of one of the world’s leading professional services networks. The existing PwC logo, originally inspired by the Jenga games, became the starting point for a deeper exploration into balance, adaptability, and transformation.

This wasn’t just a redesign exercise. It was an opportunity to question how a legacy brand can evolve visually in a rapidly changing, technology-driven world.

I challenged a global identity and reimagined what it could become. Through research, consultation, and direct engagement, I developed a future-facing interpretation of the PwC identity. I conducted interviews, gathered feedback, and iterated on ideas that pushed the brand beyond its current visual language while still respecting its foundations.

The outcome was a speculative yet considered redesign, one that explored how structure, modularity, and motion could reflect the evolving nature of global business. More than the final design, the process itself became a defining moment, earning a distinction and demonstrating my ability to think critically at scale, engage stakeholders, and defend creative decisions with clarity.

Story

Year

What I did

Industry

Services

Brand Strategy
Logo Redesign
Research & Consultation
Concept Development

Audit

2022