The Rebrand
JCDecaux — OneWorld
How do you reposition a global brand to feel more progressive, confident, and relevant in a rapidly evolving OOH landscape?
Overview
I Led the full rebrand of JCDecaux OneWorld, the company’s global international sales and marketing division, from concept through to rollout.
The project repositioned OneWorld as a more progressive, future-facing brand aligned with JCDecaux’s ambition to be seen as “New Different” within a rapidly evolving Out-of-Home landscape.
The Challenge
OneWorld’s existing identity no longer reflected the scale, ambition, or innovation of the business.
The challenge was to move beyond a traditional corporate aesthetic and create a brand system that felt more confident, contemporary, and capable of performing across global teams, digital platforms, and high-value client communications.
The Idea
The rebrand focused on creating a clear, scalable system that balanced confidence with simplicity.
I developed a modern visual language designed to feel bold, flexible, and globally consistent, moving away from rigid corporate styling towards a more dynamic and adaptable identity.
My Role
I solely owned the rebrand, leading strategy, visual identity design, and system development end-to-end. This included redefining the logo, colour palette, typography, iconography, and overall visual language, as well as designing a comprehensive suite of digital, social, and internal brand assets.
The Outcome
The result was a cohesive, modern brand system built for scalability and long-term use bringing clarity, consistency, and confidence to OneWorld’s global presence. The identity was successfully adopted across internal platforms, presentations, and marketing materials, and remains in active use today.
The rebrand was applied across a range of digital and internal platforms to demonstrate how the system performs in real-world use.
These applications showcase the flexibility of the identity — ensuring consistency across formats while adapting to different content, audiences, and environments.
The identity was successfully rolled out across live platforms, including social channels and internal communications.
The system remains in active use, providing a consistent and scalable framework for ongoing brand activity.
