Jellyfish Pictures
Art Direction · Brand System Design · Toolkit Development
The Challenge
As Jellyfish Pictures entered a period of rapid growth, scaling from approximately 200 to over 600 employees, the existing brand lacked the structure and clarity needed to support expansion, talent attraction, and internal alignment. The challenge was not to redesign the brand, but to evolve it into a coherent, scalable system that could operate consistently across social, web, presentations, internal communications, and new global studios, while retaining its creative personality.
My Role
I was brought in as a brand specialist to strengthen and systemise the existing identity. Working closely with senior stakeholders, I designed and built a comprehensive brand language and toolkit that balanced creative expression with operational clarity, ensuring the brand could be confidently used by teams across disciplines and locations.
The Approach
Brand Audit & Insight
- Conducted a deep dive into the existing brand assets, usage, and pain points
- Identified gaps in consistency, scalability, and governance across touchpoints
- Defined where flexibility was needed and where structure was essential
System Design
- Expanded the existing logo marque and guidelines into a complete brand system
- Designed modular tools including presentation templates, social assets, web components, and internal communications
- Introduced a new graphic device and animated iconography to give the brand greater range while maintaining coherence
Implementation & Governance
- Supported brand rollout across teams and platforms, ensuring clarity in how the system should be used
- Contributed to brand implementation for the newly opened Mumbai studio, adapting assets for a global context
- Acted as a brand guardian, maintaining consistency while allowing teams to work efficiently
Execution
- Crafted detailed visual examples, usage guidelines, and template systems demonstrating how teams could apply the brand with confidence
Outcome
- LinkedIn following grew from approximately 52,000 to 100,000, strengthening external brand presence
- Supported company growth to 600+ employees, aiding talent attraction during a critical scaling phase
- Improved internal engagement and clarity through consistent, well-governed brand touchpoints
- Established a brand system capable of evolving alongside the business rather than needing constant reinvention
Why this matters
This brand system enabled Jellyfish to scale from 200 to 600 employees without losing brand consistency or creating design bottlenecks.
By giving teams self-service tools rather than gatekeeping every asset, the system reduced review cycles, accelerated time-to-market for communications, and strengthened employer brand during a critical talent acquisition phase, ultimately supporting the company's rapid growth trajectory.
The Challenge
As Jellyfish Pictures entered a period of rapid growth, scaling from approximately 200 to over 600 employees, the existing brand lacked the structure and clarity needed to support expansion, talent attraction, and internal alignment. The challenge was not to redesign the brand, but to evolve it into a coherent, scalable system that could operate consistently across social, web, presentations, internal communications, and new global studios, while retaining its creative personality.
My Role
I was brought in as a brand specialist to strengthen and systemise the existing identity. Working closely with senior stakeholders, I led the development of a comprehensive brand language and toolkit that balanced creative expression with operational clarity, ensuring the brand could be confidently used by teams across disciplines and locations.
The Approach
Brand Audit & Insight
- Conducted a deep dive into the existing brand assets, usage, and pain points
- Identified gaps in consistency, scalability, and governance across touchpoints
- Defined where flexibility was needed and where structure was essential
System Design
- Expanded the existing logo marque and guidelines into a complete brand system
- Designed modular tools including presentation templates, social assets, web components, and internal communications
- Introduced a new graphic device and animated iconography to give the brand greater range while maintaining coherence
Implementation & Governance
- Supported brand rollout across teams and platforms, ensuring clarity in how the system should be used
- Contributed to brand implementation for the newly opened Mumbai studio, adapting assets for a global context
- Acted as a brand guardian, maintaining consistency while allowing teams to work efficiently
The Outcome
- LinkedIn following grew from approximately 52,000 to 100,000, strengthening external brand presence
- Supported company growth to 600+ employees, aiding talent attraction during a critical scaling phase
- Improved internal engagement and clarity through consistent, well-governed brand touchpoints
- Established a brand system capable of evolving alongside the business rather than needing constant reinvention
Why This Matters
This project demonstrates my approach to brand as infrastructure.
Rather than focusing on isolated outputs, I build systems that enable teams to move faster, communicate more clearly, and show up consistently at scale.
"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
Jellyfish Pictures
"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
Tom Brass, Creative Director
