Overview

DCC plc is a leading international sales, marketing and support services group listed on the FTSE 100 index. Despite consistently outperforming the FTSE 100 average, the company faced challenges in communicating the scale and complexity of its diverse operations to the investment community.

As part of a new positioning and narrative, I developed a refreshed visual identity for DCC.

Challenge

DCC’s communications had become fragmented across its various divisions and channels, making it difficult for audiences to understand the scale and cohesion of the business. Their existing visual identity didn’t reflect the ambition or modernity of a global FTSE 100 business.

My challenge was to turn the refreshed brand strategy into a confident and cohesive design system — one that visually expressed its narrative of progress and purposeful investment, and established a unified design language that worked seamlessly across digital, print and social channels.

Solution

Working with the head of creative strategy, I developed a refreshed identity system featuring a bold typeface, vibrant structured colour palette, and aspirational imagery from a large-scale photoshoot. I created detailed brand guidelines to unify visual and tonal elements and guided the rollout across the corporate website, reports, and social channels.

Outcome

The new design system gave DCC a confident, distinctive, and cohesive visual presence, clearly communicating its purpose and strategic focus as a business investing in what the world needs.