Designing the future of Synpulse
A complete reimagining of an international Consulting brand to step into the future. My main task in this project was to figure out how to bring the redesign of the brand to life through movement.
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The problem
Synpulse redesigned their brand identity to move away from their old "street art" visuals and into a clean, modern and more functional design in 2024. The old design was outdated but had one key advantage: the animated visuals and assets were much easier to create due to their simplicity. The primary goal for the new visuals were capturing the clean, modern approach to the brand, while still being efficient enough to create new assets without requiring weeks of animation work.
The core of the new design
At the heart of the refreshed design for the brand stands the S icon – from Synpulse. It's the main driver for many of the core visuals and animated assets that the brand uses for recognisability. It's represented in the intros, outros, lower thirds and almost all still images and offline designs. As the design needed a strong foundation, we used it as the anchor the design revolves around.
Corporate identity documentation
Even the best design system is useless if no one knows how to use it, so we put together a comprehensive CI/CD documentation that covers all principles of the new design, both in static designs as well as components and assets used in anything that moves. This guide is accessible to all designers working with the new system.
Efficiency in a fast-paced industry
The consulting business is filled with tight deadlines and projects that require great cooperation and incredible efficiency. In order to make sure we have the shortest end-to-end production possible, I created scripts and processes that either automated the most time consuming tasks, or at least cut down the production times significantly.
The example on the right is a script that automates placement of text layers and timings via an SRT input file. Each use of this script eliminates hours of manual work, translating to weeks of reclaimed time annually across all projects.
The scripts and templates that resulted from this process were then shared with every other designer on the team and kept up to date through various iterations and updates from Adobe. This enabled us to produce the highest quality output in the shortest time possible and significantly reduced the amount of busywork in our day-to-day lives, so we could focus on the core aspects of being a designer.
Project outcomes
The brand refresh translated directly into measurable performance gains across LinkedIn. Compared to the professional services and consulting industry average, Synpulse achieved exceptional growth in reach, engagement and audience development within the first year after launch.
Visibility at scale
Page impressions increased by +541%, while overall page reach grew by +502% compared to industry benchmarks. The new visual system significantly amplified content visibility across the platform.
Accelerated audience growth
The audience growth rate outperformed the industry average by +196%. This reflects a stronger brand presence and improved recognisability following the refresh.
Motion-driven performance
Video post views rose by +534% versus the professional services benchmark. Motion-led assets proved highly effective in capturing attention and driving consumption.
Engagement that compounds
Engagement rate increased by +184% compared to the industry average. Year over year, LinkedIn followers grew by +13.6%, while comments increased by +39.1%, indicating deeper and more active audience interaction.