ThirdEye | Designing a Brand System
Nick Jones
ThirdEye | Designing a Brand System
ThirdEye is a B2B RegTech SaaS business that helps regulated financial organisations prevent financial crime and meet AML/CFT compliance requirements. The business primarily serves financial institutions across markets including the UK, Australia and New Zealand.
About
ThirdEye's was repositioning to stand out in a market where competitors led with technical feature-dumps. The visual identity was dated and the design team had exhausted its image library while the small in-house team couldn't keep pace with marketing's content needs. Their existing process was reactive, bottlenecked, and unscalable.
Role
Brought in as a contractor to lead the design side of the rebrand end to end over a fixed 5 month engagement, working alongside an external branding agency, marketing, product, and freelance video partners. Scope covered the full website redesign and development, the brand asset and template library, motion and video direction, and internal training with documented handover of the resources.
Final web developments
Approach & Key decisions
Built the identity as a system, not a style guide.
Partnered with an external agency to develop the core visual identity, then translated it into a full brand design system covering all touchpoints, including documentation, presentations, animation, social media, and a new 50+ page website.
The website needed to serve as the anchor for the brand system.
The website was the centre of ThirdEye's marketing, so it became the first real test of the brand as its primary touchpoint. A full content audit, sitemaps, and IA preceded initial wireframes and a modular design system, which then acted as the guide for the rest of the brand.
Animated STINGS for ThirdEye and Sub-brands
Designed for marketing's autonomy, not design's control.
Built templates across every relevant platform, including EDM templates in HubSpot, digital templates in Figma Buzz, and video templates in Riverside, giving marketing the autonomy and control they needed while keeping the guardrails in place to maintain the brand at a high standard.
Human first approach.
A core outcome of the repositioning was to build the brand around a human first approach: messaging that encapsulates trust and support, colours that are warm and human, and imagery that invokes confidence, giving ThirdEye a clear point of difference from its competitors.
ThirdEye brand collateral for marketing and events
Outcomes
Delivered a complete rebrand and launch in 5 months, backed by a full asset and template library that shifted the team from reactive, design-bottlenecked output to self-serve model, giving ThirdEye a comprehensive brand system and guidelines to support future growth.
Client testimonial
What immediately stood out was Nick's flexibility and commitment. Working remotely with a distributed team across Australia, New Zealand, the UK and India, he structured his schedule to work primarily nights, creating overlap with our working hours.
Nick was integral to developing our new visual identity from our brand positioning work. Partnering with our New Zealand-based brand agency, he contributed both strategically and practically, helping translate our new positioning into a distinctive, ownable visual system.
From August onwards, his focus shifted to implementation, and the breadth of what he delivered is quite remarkable. Responsive website design, sales collateral, social media assets, document templates, email signatures, photography and videography guidelines, event materials from branded coffee cups to backwalls. If it needed designing, Nick designed it.
Beyond the creative output, Nick established the systems that will serve us long-term. He built comprehensive, organised template libraries in Figma for both our development team and marketing team to use, which has been critical for maintaining consistency as we scale.
Nick is also simply excellent to work with: collaborative, responsive, and genuinely invested in getting things right. I'd work with him again without hesitation.
Piet van der Boer
Senior Marketing Manager | ThirdEye
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Posted Jan 4, 2026
Delivered a complete rebrand and launch in 5 months, backed by a full asset and template library and a comprehensive brand system.
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Timeline
Aug 18, 2025 - Dec 20, 2025
Clients
ThirdEye
