Turning a brand into a beacon
Rethink Compliance is a women-owned compliance products and services firm whose main competitors are huge corporate entities with thousands of employees. But since being founded in 2015, Rethink has grown rapidly, making the Inc. 5000 list two years running, by creating, teaching and tracking compliance messaging that stands out from all that noise. When they realized they needed a brand that did the same thing, they came to us.
Rethink Compliance
The approach
Codes of conduct, insider trading rules, staying alert to subtle requests for bribes: The compliance space is all about telling companies and their employees what to do and how to do it. But increasingly, regulators are requiring a focus in areas like culture and persuasion — not just black and white rules. Which is why we gave Rethink a new brand, including a new site heavy on color, warmth and humanity. (After all, that’s what compliance codes and policies are all about — people.) Their logo stands out like a beacon in a sea of muted tones and grayscale. We used bright, custom geometric iconography to communicate their service offering, and sometimes just for decoration. Creative use of modern stock photography, relaxed and professional at the same time, puts the emphasis on human connection. What has always set Rethink Compliance apart is their attitude, and now they have a brand to match.
Project highlights
- 🔆 Bright, warm, distinctive new color palette
- 👩💼 Women-owned business
- 🔻 Custom iconography
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Working with Gigantic was inspiring and impactful. Given the nature and timeline of this project, our company needed a collaborative and nimble partner—not just one who lists those qualities as bullet points in a capabilities presentation, but a partner who actually exhibits them day in and day out. Gigantic worked with our team to create and implement design decisions in real-time and, like any true partner, asked great questions and challenged us which has only benefited our company as a whole.
Working with Gigantic was inspiring and impactful. Given the nature and timeline of this project, our company needed a collaborative and nimble partner—not just one who lists those qualities as bullet points in a capabilities presentation, but a partner who actually exhibits them day in and day out. Gigantic worked with our team to create and implement design decisions in real-time and, like any true partner, asked great questions and challenged us which has only benefited our company as a whole.