Sidekick Lab Rebrand
Creative Direction · Brand System Development · Visual Identity Application · AI-Assisted Exploration
As Creative Lead, I developed the rebrand direction for SideKick Lab, shaping the overall visual system, brand expression and creative rollout to position the business as a clear, trusted and future-focused data partner.
While the logo design already existed, my role focused on translating the brand foundations into a cohesive identity and scalable design system.
Brand Direction
The rebrand centred around clarity, precision and modernity, reflecting SideKick Lab’s purpose of helping organisations turn complex data into actionable insight.
Key objectives included:
Building a contemporary, tech-forward brand expression
Creating a scalable visual system beyond the existing logo
Developing clear guidelines for typography, colour and layouts
Establishing a confident, minimal aesthetic aligned with data intelligence
Using AI in the Process
AI tools supported the exploration and development phases of the rebrand.
I used AI to:
Explore early visual and conceptual territories
Accelerate mood and direction testing
Experiment with layout and messaging approaches
Expand creative exploration while maintaining strategic control
AI functioned as a creative accelerator, enabling faster iteration while final creative decisions remained curated and intentional.
