PSB Insights are research consultants who give ambitious clients the confidence to act decisively when the stakes are high. They asked us to create a new brand for their teams and customers that was fresh, energising and engaging.

We worked with the PSB team to define a new brand core ‘Own the unknown’ and re-focused the brand to reflect the evolving strategic ambition: re-imagining research, grounded in the human experience. This new direction was brought to life through a dynamic identity, website, brand film, and other assets.

A core part of the new identity is the square, it’s used throughout our identity as a frame to hold content and imagery within our visual compositions. It features in our logo, representing ‘the unknown’, and referencing PSB’s ability to zoom in and zoom out of any challenge to find the answers, equipping clients with confidence to make decisions.

By pairing this logo with crafted serif typography and a black-and-white colour palette — contrasted with four vibrant accent colours that are used to inject energy and brightness into our identity — the identity speaks to PSB’s surprising outcomes as well as practical outputs.