Executive leadership development company, NEO, was looking to realign its branding to match its current values and direction, which had changed since the design of its previous identity in 2011. NEO puts its focus on innovative leadership and the development of effective collaboration, as well as the overarching importance of corporate social responsibility — points that needed to be communicated in NEO’s new visual identity.

The theme of water used in NEO’s brand identity has multiple meanings that are relevant to the company. Firstly, it links to environmental awareness that NEO highlights as a key ethical responsibility of leaders today. It also reflects NEO beliefs in leadership which are partly inspired by Eastern philosophies, in which water is a common metaphor for positive change. Water is fluid, responsive and flexible — attributes necessary for innovation and growth. This helps to communicates NEO’s mission to develop leaders that are prepared to adapt and face the challenges of today’s world.