CUBS is a business consultancy working across procurement, tendering and strategic support. I led the brand identity and website design in full, defining both the visual system and digital presence from the ground up.

The consultancy sector is visually saturated with muted palettes and interchangeable design language. The intention with CUBS was to deliberately break from that monotony, creating an identity that felt bold, direct and recognisable without undermining credibility. The name itself suggested strength and potential, referencing both growth and the assertive character associated with a tiger cub, which helped set the tone for the wider visual system.

At the centre of the identity is the underlined U, used both within the CUBS wordmark and as a standalone graphic device. The underline acts as a point of emphasis, placing focus on you, the client, and reinforcing the consultancy’s people-first, transparent approach. Used independently, the U becomes a flexible brand marker, allowing the identity to scale and adapt across layouts while remaining immediately recognisable.

A high-contrast colour palette, heavy typography and strong graphic blocks were used to give the brand clarity and presence, particularly in digital environments where consultancy brands often fade into one another. The system balances impact with structure, ensuring information-heavy content remains clear, legible and easy to navigate while still feeling distinctive.

The CUBS wordmark was custom constructed using a grid-based approach, giving the typography a deliberate sense of weight, balance and consistency. The geometry was kept simple and robust, ensuring the identity translated reliably across digital layouts, print materials and large-scale brand applications.

The website was designed to support this approach, with clear hierarchy and defined user pathways for different audiences, including academy trusts, contractors and consultants. The result is a confident, no-nonsense digital presence that reflects CUBS’ practical, transparent way of working and sets the consultancy apart within a traditionally conservative sector.