In a fast-paced, collaborative effort, we led the complete rebrand of TOM, CLARK UK’s life insurance brand tailored for modern fathers and protectors. This rebrand was not only strategic but deeply emotional — aiming to transform TOM into a brand that speaks with clarity, purpose, and strength. The milestone go-live of the new TOM website marks a bold new chapter for the brand. TOM's new positioning is grounded in confidence and resilience — "Built for the ones who don’t back down." This essence informed every layer of the brand’s transformation, from visual identity to tone of voice. Key Creative Developments: Visual Identity: We introduced a more confident colour palette, pairing deep blues with punchy reds to create instant recognisability and emotional impact. Typography: Our font was refined and italicised to inject a sense of urgency and movement — echoing TOM’s forward-driven attitude. Imagery: We redefined our approach to photography, embracing a cinematic, emotionally-resonant style. We complemented real-life shots with bold Midjourney-generated visuals, integrating AI as a key part of our creative toolkit. Digital Design: The new web experience is streamlined, responsive, and grounded in TOM’s brand voice — clear, direct, and purpose-driven. This was brought to life by our design team led by Luca Steiler, whose translation of the guidelines into a living, breathing website has been exceptional. With the website now live, the next phase includes scaling the rebrand across our wider digital ecosystem — including the TOM app and all key customer pathways. Every touchpoint is being reimagined to ensure consistency, confidence, and connection. This project reflects what brand building at its best should be: fast, fearless, and straightforward.