Katie Canize
Creative Direction | Event Management | Marketing
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Brand identity

Brand identity refresh

As Vialto grew as a global firm, we undertook a comprehensive brand refresh to ensure our identity accurately reflected who we are today and where we are going. This work touched every part of the brand ecosystem, from visual language to internal enablement, with a focus on clarity, consistency, and scalability across a global organization.

Brand identity design / creative direction / brand enablement

  • After separating from PwC, Vialto established itself as a standalone brand in a crowded professional services landscape. While the original identity helped mark that transition, it needed refinement to better support scale, maturity, and day-to-day use across teams.

    The challenge was to evolve the brand without losing its distinctiveness. We needed to bring greater cohesion to the visual system, elevate the look and feel to speak to our C-Suite clients, and create practical tools that empowered employees to represent the brand confidently and correctly in every market.

    • Refresh the visual identity to feel more cohesive, sophisticated, and confident

    • Refine the color palette, iconography, and illustration style to improve usability and flexibility

    • Build a clear, scalable brand system that could support global teams and diverse use cases

    • Create a comprehensive brand book that balanced strategy, guidance, and inspiration

    • Enable thousands of employees with accessible templates and toolkits for everyday usescription text goes here

  • I led the brand refresh end to end, owning both the strategic direction and creative execution. I partnered closely with executive leadership, product, and communications teams to align on vision and messaging, while guiding design decisions across every brand touchpoint.

    I had full creative oversight of the evolving visual system and was responsible for translating the refreshed identity into practical tools that could be adopted across the organization.

 My process:

  1. Audited the existing brand system to identify gaps, inconsistencies, and opportunities

  2. Refined the color palette to feel more intentional and flexible while maintaining brand recognition

  3. Redesigned iconography and illustration styles to improve clarity and consistency

  4. Defined updated brand principles and visual guidelines in a centralized brand book

  5. Built and governed a global template and asset library for presentations, documents, and marketing materials

  6. Rolled out the refreshed system with internal guidance and enablement to support adoption at scale

The results:

The brand refresh created a stronger, more unified visual identity that better supports Vialto’s positioning as a modern global firm.

  • Created a stronger, more unified visual identity that supports Vialto’s positioning as a modern global firm

  • Delivered 100+ brand templates across presentations, documents, and marketing materials, enabling over 8,000 employees to apply the refreshed brand with confidence and consistency

  • Partnered with web and product teams to translate the refreshed system into digital experiences, empowering teams to update websites, tools, and app content using clear, scalable guidelines

  • Improved brand consistency across internal and external channels while reducing ad hoc design needs

  • Established a flexible brand foundation that continues to support campaigns, products, and global initiatives