The Challenge

The Medicines and Healthcare products Regulatory Agency (MHRA) needed a cohesive brand guideline system that could unify its five distinct sub-brands under the existing master brand. While the core visual identity was already in place, the sub-brands lacked consistency, leading to fragmented communication and diluted brand recognition. The challenge was to evolve the existing style in a way that maintained authority and clarity, while allowing flexibility for each sub-brand’s unique focus.

The Solution

I started by analysing the master brand’s visual assets—colour palette, typography, layout styles—and identifying how these could be adapted for a multi-brand system. I then developed an extended brand guideline that introduced a structured hierarchy, assigning distinct colour treatments and visual cues to each sub-brand while preserving overall unity. Alongside the guidelines, I created practical templates for reports, presentations, and digital assets to ensure consistent day-to-day use across all teams within the agency.

The Result

The new brand guidelines gave MHRA a clear and scalable system that unified its sub-brands without losing their individual purpose. The result was stronger brand recognition, improved clarity in communications, and a more efficient internal rollout across departments.