Shaping Mitie’s New Visual Identity

Mitie set out to move beyond traditional facilities management and become a catalyst for thriving communities. By refreshing its corporate narrative and visual identity, the aim was to create something bold yet human, centred around the its new purpose: “Better Places; Thriving Communities”.

Working as part of a small design team of three, I helped define the creative direction of the visual identity and bring this new narrative to life. Together, we shaped a refreshed identity that feels genuine, contemporary and connected to people, reflecting how Mitie helps weave the fabric of modern society.

Senior Designer

Rebrand, Brand Identity, Creative Direction

Reconnecting people and purpose

The existing brand had been in place for over eight years and over time it had become fragmented and inconsistent. Different design styles had emerged, visual assets no longer aligned and many colleagues felt uncertain about how to represent the brand.

Our challenge was to reignite that connection, to bring people back together and create a sense of pride and excitement in producing work that truly felt on-brand.

This new positioning for Mitie needed to reflect the essence of the Mitie brand and capture our positioning. The future of high-performing places.

Examples of some of Mitie's mismatch branding over the years

Making the Brand Feel Like Mitie Again

With over 75,000 colleagues across the business and a brand team of just three designers, alignment was one of our biggest challenges. Together, we shaped a refreshed identity that feels genuine, contemporary and connected to people, reflecting how Mitie helps weave the fabric of modern society.

1st stage concepts of the new brand refresh

Social experiment: pre brand launch

AI campaign
Average engagement rate:

9.4%

Merlin Connect campaign
Average engagement rate:

8.6%

Social experiment: post brand launch

Post-launch new refresh campaigns average engagement:

19%

a 100%

improvement

As the senior graphic designer, I collaborated with the creative agency to develop Mitie’s visual concepts into a clear and cohesive brand identity. I helped define the fabric line and its uses, rebalanced the colour palette to make Yellow and Cyan feel bright and energetic, and refocused the design on what matters most for colleagues. After the agency phase, I took the project in-house, building a 150+ slide PowerPoint presentation, setting up a Frontify system with brand guidelines, and creating a new illustration style that finally captured the spirit of Mitie and its people.