The digital evolution of Passion Digital brand identity
Passion Digital is a fast-growing digital marketing agency known for its creative strategies, performance-driven campaigns, and distinctive visual identity. Founded in 2013, in 2023 they embarked on a significant rebranding journey to refresh their visual identity and elevate their brand perception.
I was brought in to lead the full brand identity transformation as creative director, working alongside two talented designers to deliver a modern and scalable design system, ensuring it reflected the agency’s evolution without losing its core personality.
My main task was to revamp the website’s visual language and UX structure, preserving the existing framework while introducing a refreshed design aligned with the new brand identity. However, to address these challenges, we undertook a comprehensive rebranding initiative.
The goal was to refresh the brand guidelines from the ground up while retaining the essence of the brand. The original logo was preserved for recognisability, but everything around it was reimagined. I developed a cohesive brand system—updated fonts, icons, colours, and visual principles—documented in detailed brand guidelines to ensure consistency across digital and physical channels.
A comprehensive 68-page brand book was developed covering every element of the new visual identity—including logo usage, typography, tone of voice, colour system, and motion design rules.
guidelines. This became the foundation for all brand expressions. I also led the spatial branding of their office, introducing murals, custom signage, and branded decor to extend the identity into the physical environment.
Finally, the new branding was brought to life online through a refreshed website layout and interactive elements, ensuring a consistent and engaging experience across digital and spatial touchpoints.
For the website, I collaborated directly with React.JS developers to design a component-based UI system optimised for performance and scalability. This allowed us to define a clear component-based system from the outset, balancing creative freedom with technical feasibility. A new layout grid was introduced, and global elements were enhanced with distinctive details such as long 45-degree shadows and subtle depth effects. The mega menu and interactive features were revitalised through elegant, animated SVG icons using Lottie.js, ensuring a seamless blend of performance and visual sophistication.
Credits
| Client | Passion Digital – Digital Marketing Agency (UK) |
|---|---|
| Co-designers | Matteo Miele, Riccardo Curin, Nathan Wood |
| Design Lead | Matteo Miele |
| Motion Design | Matteo Miele |
| UX/UI Design | Matteo Miele |
English 
Italian