increase in inbound leads in the first month following the rebrand.
Countries in which the new identity was implemented
Employees introduced to the rebrand at the India HQ launch
Years as Global Head of Brand & Creative
Evalueserve, a professional services firm of 4,500 employees operating across 86 countries, had outgrown its identity. The company's mind+machine proposition was being obscured by a visual presence that no longer reflected the organisation's ambition or scale.
Working as Global Head of Brand alongside London-based agency Earnest, Geoffrey led the strategy and creative direction for the full rebrand — then travelled to Evalueserve's India headquarters to introduce the new identity to 3,500 employees, before overseeing its implementation across hundreds of documents, templates, websites, and digital platforms across multiple continents.
Sub-brand / App UI
Concurrent with the Evalueserve rebrand, Geoffrey oversaw the brand design and UI for Insightsfirst — Evalueserve's intelligence platform, available on iOS and Android. The brief required a distinctive sub-brand identity with clear visual continuity to the parent, applied across the full digital product experience.
Named on the London Stock Exchange's list of 1,000 Companies to Inspire Britain — two consecutive years during the Geoffrey Idun brand programme.
"Geoffrey managed to create the best brand guide I have seen till date."Sandra Winkler — Former AVP Marketing, Evalueserve
A rebrand at this scale is not a design project. It is a change management programme with a visual identity at its centre.
Evalueserve operated across 86 countries with a highly distributed workforce. The brief required a visual identity that could hold its character across a vast range of applications — from multinational advertising campaigns to wayfinding systems in offices on four continents — while remaining implementable by teams with varying design literacy.
The solution was a tightly governed identity system with minimal variables: a simplified mark, a restricted colour palette, and typography rules precise enough to prevent inconsistency at scale. The brand guidelines were built to function as the primary governance document for every creative decision made across the organisation for the following six years.
Following the brand launch in India — where Geoffrey presented the new identity to 3,500 employees at the Gurugram headquarters — the programme moved into a multi-year implementation phase. This involved hundreds of document and template updates, the redesign of all digital platforms across multiple geographies, office environmental design and wayfinding systems, and the development of the Insightsfirst sub-brand and product UI.
During this period Evalueserve was named on the London Stock Exchange's list of 1,000 Companies to Inspire Britain for two consecutive years. The +252% increase in inbound leads during the first month of the rebrand launch established a clear commercial return that justified the programme's scale.
This project represents the largest-scale brand implementation in the Idun Design portfolio — and the clearest evidence that brand coherence at scale is not a constraint on commercial performance. It is a driver of it.
