Expanding a brand book into a world

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Jellyfish Pictures

Brand Refresh · Brand System

The Challenge

Jellyfish Pictures was scaling from around 200 to over 600 people. There was a well-liked identity and a brand book. While it did the job for getting the team to where they were, but for a company was opening new global sites and hiring at pace, and it needed to stretch, flex and scale with the them. The brief was to grow a brand book into a working world: one system, coherent across social, web, presentations, internal comms and new studios.

My Role

I came in as the brand specialist, working with senior stakeholders to strengthen and systemise the identity, so teams across disciplines and locations could use the brand confidently without relying on external input.

The Approach

Brand Audit & Insight

First, the digging. I pulled apart every existing asset, how it was used, and the workarounds teams had invented where the guidelines ran out. There was plenty of personality, but no consistent outward expression. From there I mapped where the brand needed room to flex and where it needed rules.

System Design

The logo marque and slim guidelines grew into a full brand language: presentation templates, social assets, web components, internal comms. A new graphic device and animated iconography gave teams more range without letting the whole thing drift.

Implementation & Governance

I supported the rollout across teams and platforms, adapted the assets for the newly opened Mumbai studio, and held the brand guardian role, keeping the standard steady while teams kept their pace.

Execution

Detailed visual examples, usage guidance and template systems demonstrated how to apply the brand with confidence.

Outcome

LinkedIn following grew from roughly 52,000 to 100,000. The company passed 600 employees without the brand fracturing or design becoming the bottleneck, and the system was built to grow with the business.

Why this matters

Self-service beats gatekeeping. Teams shipped their own comms without queueing for a designer, review cycles shrank, and the employer brand held its shape a sharp the hiring push.

"Crystal has a brilliant understanding of branding.
All of her work is executed with incredible organisation, practicality and a wonderfully 'can do' attitude to solving problems and collaborating effectively."

Tom Brass, Creative Director

"Crystal has a brilliant understanding of branding.
All of her work is executed with incredible organisation, practicality and a wonderfully 'can do' attitude to solving problems and collaborating effectively."

Tom Brass, Creative Director