ACT Group brand system

BRAND SYSTEMS
GENERATIVE AI
DESIGN LEADERSHIP

ACT Group's rebrand arrived as an agency concept: a strong idea and mood boards, with no rules. I led the in-house team that turned it into a brand system people could actually use, from social posts to sales decks to merch.

ACT Group's rebrand arrived as an agency concept: a strong idea and mood boards, with no rules. I led the in-house team that turned it into a brand system people could actually use, from social posts to sales decks to merch.

COMPANY

ACT Group

ACT Group

ROLE

Project Lead, Graphic Designer

Project Lead, Graphic Designer

COLLABORATORS

Art Direction — Sara Pedroso
Creative Concept — The Others Creative Agency

Art Direction — Sara Pedroso
Creative Concept — The Others Creative Agency

CONTEXT

ACT is a global B2B decarbonization partner. In 2024, The Others repositioned it from product-led to mentality-led: a high-energy, can-do attitude no competitor had claimed. The logo and colors stayed. New typography, a new tone of voice, and AI-generated imagery would carry the shift. What we had was strategy and mood boards. Nothing on how any of it worked in practice.

ACT is a global B2B decarbonization partner. In 2024, The Others repositioned it from product-led to mentality-led: a high-energy, can-do attitude no competitor had claimed. The logo and colors stayed. New typography, a new tone of voice, and AI-generated imagery would carry the shift. What we had was strategy and mood boards. Nothing on how any of it worked in practice.

APPROACH

I set up the project, split the work across our design team, and presented progress to marketing and management. Our creative lead and I co-created the visual direction. First, we reviewed, audited, and cut. The concept came with too many variations for different uses. More options made the brand less recognizable and harder to apply, so only the elements with a clear role stayed. Then I turned them into rules.

I set up the project, split the work across our design team, and presented progress to marketing and management. Our creative lead and I co-created the visual direction. First, we reviewed, audited, and cut. The concept came with too many variations for different uses. More options made the brand less recognizable and harder to apply, so only the elements with a clear role stayed. Then I turned them into rules.

DECISIONS

Map the brand to the funnel

Loud and eye-catching at the top: AI-generated hero images with a person at the center, bold type, the gradient. Closer to a decision, the visuals calm down and the focus shifts to the content: restrained typography and imagery that fits the context.

Avoid the industry clichés

Most of what ACT sells is intangible. The industry default was wind turbines and solar panels, a shortcut that was starting to read as greenwashing. I replaced it with a concept built on close-up and aerial shots of natural textures, abstract enough to read as pattern rather than scenery.

Make AI images look like one brand

The agency gave us prompts. We trained a model in house so every designer on the team could generate on-brand visuals. Today we animate the same images into video for social and ads.

Template what repeats

Recurring assets became templates. Campaigns stayed custom, with one rule: stay on brand.

DECISIONS

Map the brand to the funnel

Loud and eye-catching at the top: AI-generated hero images with a person at the center, bold type, the gradient. Closer to a decision, the visuals calm down and the focus shifts to the content: restrained typography and imagery that fits the context.

Avoid the industry clichés

Most of what ACT sells is intangible. The industry default was wind turbines and solar panels, a shortcut that was starting to read as greenwashing. I replaced it with a concept built on close-up and aerial shots of natural textures, abstract enough to read as pattern rather than scenery.

Make AI images look like one brand

The agency gave us prompts. We trained a model in house so every designer on the team could generate on-brand visuals. Today we animate the same images into video for social and ads.

Template what repeats

Recurring assets became templates. Campaigns stayed custom, with one rule: stay on brand.

OUTPUT
OUTPUT

Brand guidelines

Brand guidelines

14 templates

14 templates

Sales and event kit

Sales and event kit

Branded goodies

Branded goodies

Brand governance

Brand governance

Partner onboarding

Partner onboarding

Team training

Team training

RESULTS
RESULTS

Ahead of the market

The AI imagery became ACT's signature and made it one of the first in its market to build a brand around generative AI.

01.

Recognizable on social

Before, every post looked like whoever designed it. Now in-house, external, and regional designers ship posts that read as ACT, and they ship faster.

02.

Self-sufficient teams

Sales and marketing use ready-made assets without waiting for design.

03.

Built to last

The brand keeps growing with the company. Even through ACT's pivot to SaaS, no rebuild needed.

04.

Up Next

The system needed a home, and that became my next project: building the brand portal.

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Let's work together

mail@juliebruk.com

Platforms

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Behance

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