Brand Proposal
Email reset
Brand Evolution & Editorial-Led Digital Design
Control Risks is a global risk consultancy with deep roots in some of the world’s most sensitive, high-stakes situations – from kidnap and ransom response to political risk advisory and security analysis. The firm has a serious legacy, but the challenge was to reimagine the brand’s visual presence for the 21st century – without losing its credibility or authority.
Working within their existing brand framework – retaining the trusted logo and colour palette – I proposed a bold visual update designed to bring out the human reality behind Control Risks’ work. This wasn’t just about risk models or data – it was about real people in complex, volatile environments. And the design needed to reflect that immediacy.
Strategic Concept:
Bring the brand closer to the people it protects.
From kidnap and extortion cases in high-risk zones to global crisis response, Control Risks operates in the shadows to keep people and organisations safe. My proposal focused on that human layer – introducing editorial-style storytelling, live-feeling visuals, and emotionally resonant photography to convey the real-world stakes behind the service.
The aim? To create a more distinct, direct, and dynamic identity that would feel as immediate and live as the situations Control Risks responds to.
Core Proposals and Deliverables:
Digital-first visual refresh that modernised the brand while staying true to its core
Stronger narrative direction across web and campaign content – focusing on worldwide case stories and the people behind the crises
Editorial design system that used bold layouts, photography, and typography to reflect real-time application of expertise
Email reset – a key channel for Control Risks – simplified and refocused for clarity, urgency, and usability
Built a modular style guide and component library to streamline marketing and content production
Developed new email templates and UX principles to improve engagement and user flow
This was about making a respected, legacy brand more digitally fluent, human-centred, and globally resonant. A brand that could speak with authority but also with empathy – because behind every risk is a person, and every response has a story.