Chicky Collective Brand Identity
Freelance Branding Consultant · Chicky Collective
Internship
The logo and the navy stayed. The colours, and everything built around them, were mine to rethink.
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Visual identityColour systemsSocial media designContent creationClient communicationsSales collateral
The Task
Meeko Teams matches UK companies with talent in Ukraine, and runs an office in Kyiv that supports the teams it places. When I started as its Marketing and Communications Intern in the summer of 2024, they asked whether I'd like to help update their visual identity. I said yes, yes, yes.
I talked through the company's "vibe" with my boss, then came up with a couple of colour schemes and a set of visual elements. She loved them, and they became the new look. The logo and the navy were the two things I couldn't change; the colours and everything built around them were mine.
The Identity
The system is deliberately small: a deep navy that does the corporate work, a neon mint and an electric purple that make it feel young, and rounded corners on every shape. PT Sans sets the headings and Poppins the body.
The vibrant colours reflect our modern and approachable personality, while the rounded edges evoke innovation and professionalism.
The brand sheet. The profile mark, sized for every social avatar. LinkedIn banner. Facebook cover.
The Rollout
A refresh only works if people recognise the company on the other side of it, so the new look reached people in three ways.
- A letter to clients, dated 16 July — "Say hello to our new look" — promising the same experience in new clothes.
- A refreshed social presence on Instagram and LinkedIn, with a new profile mark, banners and a five-panel launch carousel.
- Newsletters, sent through LinkedIn.
I also wrote a press release, as practice. It was never sent.
The carousel format was my idea. I'd seen a carousel post I really admired, so I started playing with it and the photos I had to work with. My boss loved it, and it became a regular post format on Meeko's Instagram.
Fresh look, same values.
The launch line
Every piece paired the new look with the three values Meeko already stood on: transparency, community and development. The carousel says it outright — the look is new, the commitment is unchanged — and the client letter opens with the same promise.
The System at Work
After the launch I kept making content for Instagram and LinkedIn in the new identity, and both our following and our engagement grew.
What I learned
- A rebrand is a communications project as much as a design one. The new palette was the visible part; deciding who heard about it, and how, is what made it land.
- Leading with what stays the same makes change easier to accept. Every launch piece paired the new look with the three values that were not moving.
- Consistency is the whole job at launch — the same palette, corners and voice across a client letter, a LinkedIn banner and a sales deck.
Where I would take it next
- Put numbers on the growth in following and engagement, so the next refresh has a baseline to beat.
- Turn the brand sheet into a short usage guide, so anyone building a deck gets the colours, radius and spacing right without having to ask.
Next project
Chicky Collective Brand Identity
A funky, playful makeover for a friend's beaded sunglasses-chain brand — logo suite, type, colour placement and the materials now in use.