The Adaptavist Group

Historically, The Adaptavist Group’s branding was heavily influenced by its flagship brand, Adaptavist, sharing similar colours and visual styles. However, as TAG evolved into a prominent public-facing umbrella entity, the need for a distinct and separate identity became critical.

The new branding had to perform a difficult dual role: it needed to be inclusive enough to represent a diverse family of specialist companies while appealing to a broad range of external stakeholders, including future employees, strategic partners, and potential customers. The challenge was to move beyond the shadow of the parent brand and create an identity that felt like a cohesive home for a global group of innovators.

Our partnership began with a series of discovery and conceptualisation workshops. Through these sessions, we established that the new identity needed to visually explain TAG’s role as an umbrella brand while remaining distinctive, energetic, and human-centric.

We conducted extensive research into global parent brands to identify a visual space where TAG could stand apart. This was paired with a deep-dive personality evaluation, utilising a "word cloud" of core values extracted from the brief and existing site. This data-driven approach allowed us to identify the specific traits the brand needed to evoke: expertise, vitality, and human connection.

We scrutinised the existing colour palette to understand how different tones corresponded to TAG’s personality—identifying denim blue as a symbol of knowledge and orange as a representation of technology and energy. However, we found the palette lacked a sense of transformation and excitement. To solve this, we introduced a vibrant gradient palette. The sense of motion conveyed through these gradients provided the "invigorating" feel the brand was missing, symbolising the constant evolution and vitality of the group.

With the visual direction agreed upon, we moved quickly to build a comprehensive set of brand guidelines and a full suite of assets. This provided the technical and creative foundation for a total website redesign and ensured that the new identity could be applied consistently across all touchpoints.

Following the successful launch of the rebrand, the new identity has been seamlessly integrated across the entire organisation. It has moved beyond a simple visual update to become the definitive visual language for the Group, applied to everything from high-level presentation decks to global social media campaigns.

What we accomplished was more than just a new look; we delivered a flexible, scalable system that can grow alongside TAG’s changing needs. The brand now provides a clear, professional, and vibrant front that effectively represents the diverse family of brands it houses.