Driving a consistent brand experience at Sourced Group an Amdocs Company
Sourced Group an Amdocs Company (Sourced) is a global cloud consultancy that helps enterprises make the most of cloud services with a focus on security, governance and compliance.
LOCATION(S)
APAC, EMEA and the Americas
ROLE
In-House Graphic Designer
Overview
I joined Sourced as an in-house graphic designer in 2019, taking on design requests from the global team spread across Singapore, Australia and Canada. As the company's first and only design resource, I was responsible for implementing and maintaining a consistent brand style across all marketing collateral and client-facing documents.
In 2022, Sourced was acquired by Amdocs, and would later merge with two of Amdocs' other cloud acquisitions (DevOpsGroup & Kenzan) to form Sourced Group an Amdocs Company. As the primary designer at Sourced, I worked closely with DevOpsGroup's Head of Design to refine the group's new visual identity, ensuring on behalf of Sourced leadership that the original essence of the Sourced brand still remained prominent.
My Roles
Brand Assets
Creation and maintenance of corporate stationery and templates, and continuous development of Sourced's icon, diagram and illustration library.
Publication Design
Responsible for overall design and layout of whitepapers, flyers, PowerPoint decks and client proposals as well as curation and design of relevant imagery and diagrams.
Social Media Design
Design of branded header banners and social media graphics to represent Sourced across platforms such as LinkedIn, Twitter and YouTube.
Content Creation
Conceptualisation and animation of graphics for Sourced's 2024 tutorials and internal training courses, and creation of on-brand visuals for LinkedIn posts and blogs.
Event Marketing
Design and proofing of EDMs, registration pages, trade show booth artwork, pull up banners, posters, lanyards, name badges and branded swag.
Training & How-To's
Production of internal documentation for Marketing Team workflows, branding best practices and design tips, and leading of PowerPoint Design training session in the SG office.
Establishing the Sourced Look
Problem
Sourced lacked brand consistency across their various outputs and digital platforms. They had created PowerPoint templates, basic Word templates, one whitepaper and a handful of flyers with the help of external agencies, but beyond colour and font there were limited stylistic elements to link it all together. Their social media platforms also were void of branding, with generic images being used for header and post graphics.
Solution
Within my first year at Sourced I boosted brand recognition by establishing a consistent visual representation of the brand across all digital channels and collateral. In accordance with their existing guidelines, this brand style was largely characterised by the use of teal or green gradients and diagonal slices.
I translated this brand style to suit various formats, creating imagery for social media platforms, EDMs, presentation decks, infographics, diagrams and blogs, as well as fresh designs for their Word templates, whitepapers, pull-up banners, flyers and corporate swag.
Executing the Rebrand
In 2023, Sourced's rebrand brought together elements from all three merging organisations. The original brand essence was preserved by retaining the primary teal, blue and lime palette, along with the use of gradients and diagonal slices. Black was also added to the primary palette to provide a sleek, high-contrast base that ensures readability of gradient text and enhances logo visibility. As a nod to Kenzan, the secondary colour palette was then expanded to include coral, purple and yellow. We also adopted DevOpsGroup's unique hand drawn illustration style across Sourced's icons, diagrams and other supporting imagery.
My key roles during the rebrand involved refinement of Sourced's new colour palette hierarchy and typographic styling, as well as working with the Global Head of Marketing and Head of Design to write and create the final brand guidelines document.
I was also responsible for designing key brand assets ahead of the launch such as social media headers and banners, PowerPoint and Word templates, business cards and email signatures. Once the new brand was published, I continued to execute designs for Sourced's marketing, sales, consulting, recruitment and internal training collateral, ensuring each piece was brand-aligned and polished before publishing.
