Sutherland
Brand refresh for global consultancy.
Sutherland Global Services, Inc., is a business process outsourcing and technology-enabled services company. The rebrand mandates included an instruction to be unabashedly modern to match their ambitions and client list (Amazon, Uber, and Google among them); to leverage the equity in the name by incorporating the S into an icon; to reference to their most important brand tenet: the human touch; and to be rational, more telegraphic versus abstract, and emotive.
The result: I designed an identity rooted in a human fingerprint, but which also morphs into letter S.
A very rewarding part of this project was when the agency sent me this link.
Agency: Global Brand Works, John Ledwith Creative.
