A brand built to move things forward.
Petri Consulting Group had the expertise — but a decade-old identity was holding it back. A complete rebrand relaunched the firm and helped grow it from a one-person practice into a five-person team.
A consultant who was sharper than ever — with a brand that was stuck in the past.
After years leading marketing from inside someone else's company, Muriel Petri set out to relaunch her own consultancy. The expertise was sharper than ever — but the brand had frozen in time.
Her identity and website were at least a decade out of date, sending the wrong signal to the clients she wanted to win. She needed a look that matched the quality of her work.
The whole brand grew out of one idea.
I started with conversation — multiple deep-dive sessions into Muriel's philosophy, her process, and her client base, past and future. The breakthrough was a metaphor that just fit: a Newton's cradle.
Each ball is a stage in how Petri moves a client forward — it opens with a new engagement, runs through Define · Elevate · Propel (the Petri Method, her own framework), and ends at launch. When set in motion, they transfer energy from one to the next and propel the client's results forward.
How Petri moves a client forward, stage by stage. Hover any stage or ball to explore.
An entire brand, built from the ground up.
From that concept I designed a complete new identity: a new logo, a full brand system (color, typography, and a documented look-and-feel), and a library of branded assets: digital and print-ready one-sheets, case studies, and marketing collateral that all speak the same language.
From first marks to final mark.
The refresh started as a pile on the desk — seven directions worked up as full logotypes, then round after round of colourways. Shuffle through the pile to watch it narrow down to the final mark.
The relaunch landed — and kept paying off.
Five years on, the brand is still live and still evolving with the business it helped build. On the strength of the new identity, Petri Consulting has won new clients and grown into a full team.
Tony is a talented graphic designer with a strong creative vision, an excellent design eye, and a real ability to bring ideas to life — professional, flexible, and always a pleasure to work with.
Need a brand that moves your business forward?
That's exactly what I do. Let's talk about yours.