Reaching unicorn status at speed, Crimson required an identity that matched their status as the “Best College Admissions Counselors” in the world. So, Refract was faced with the task of evolving an already iconic, high-visibility brand into a cohesive, digital-first system that works across regions, channels and teams – all completely localised. Our approach was to beautifully balance the student/parent ethos while making production faster and quality more consistent.

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• Identity refinement: Gave the Crimson face a subtle facelift, simplified the insignia and updated the wordmark for clarity and scalability across screens and print.
  
• Palette and typography reset: Reworked colours for contrast and accessibility, tuned type scales and rhythm, and defined tokens so hierarchy stays crisp everywhere.
  
• Asset and social system: Built gradient meshes, iconography and a suite of LinkedIn banners and Instagram templates to keep feeds recognisably Crimson.
  
• Templates at scale: Designed a 200+ page Sales Appraisal with 50+ reusable page templates, plus modular slide-deck and ebook templates for rapid, on-brand production.
  
• Email refresh and guidelines: Refreshed email layouts and components, then captured everything in a full brand guide – usage rules, examples and handover for in-house teams.

Crimson’s rebrand brought its mission to life – a bold visual system that pairs academic excellence with aspirational energy. Every touchpoint, from digital to print, now speaks with clarity, warmth and global confidence.

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The refreshed identity unites a global team and audience under one clear vision – a brand built to inspire, not intimidate, and to champion the next generation of world-class students.