What should change in our digital experiences after rebranding?

A refreshed website should translate the brand's character into editorial choices, layouts, photography and storytelling, rather than simply apply new colours and fonts. For Price Forbes, the website carried the identity's balance of heritage and modernity into an editorial feel, with bold typography, varied layouts and photography reflecting the workforce's modern outlook and diversity.

For ACT, the website redesign prioritised stories about real people and tangible impact rather than abstract messaging. Clean layouts and generous white space supported clarity and accessibility, while consistent structure and familiar patterns reinforced usability. Flexible visual elements gave each Action pillar a recognisable identity within a cohesive system.

Use the refreshed positioning to review what the website says, which stories it foregrounds and how its visual choices support those stories. Preserve familiar interaction patterns where they help visitors navigate and understand the organisation.

Existing interactive experiences may need structural changes to express a refreshed brand and positioning. G42's original Intelligence Grid used a navigable 3D city to demonstrate AI as a superutility. The update needed to reflect G42's new identity and its ambition to become a responsible AI powerhouse.

The G42 experience evolved towards a web-native framework with a new storytelling mechanism: an "impact algorithm" connecting technology enablers, including energy, compute and cloud, to real-world outcomes. Commitments such as responsible AI, sustainability and equitable AI anchored the experience in G42's purpose. Revised navigation and storytelling required a custom content management system to house the structure.

Review whether an existing experience's navigation, content model and technical framework can communicate the organisation's new direction. G42's update shows why changing the look and feel can also require changing how visitors explore information and how the underlying content is organised.