A strategic refresh of Winsor & Newton’s visual identity – rooted in heritage, refined for the present, and designed to operate across a global brand ecosystem.

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I led the design of this comprehensive refresh, developed in response to a new positioning framework. This wasn’t a rebrand, but a recalibration – clarifying how the brand behaves across channels and reconnecting it to its core values.

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Winsor & Newton has been the artists’ ally since 1832. The updated system honours that legacy while refining how the brand appears today. The task was not to disrupt, but to distil – to create a system that could sit around the work of artists without competing with it. At its core: a stripped-back palette of black, white, and a neutral tone inspired by Fuller’s earth. No added colour. Pigment lives in the products – colour enters only through photography: dense materials, marked surfaces, gestures caught in use. Typography was treated with similar intent. A serif-led system, drawing on classical forms but balanced with contemporary detailing and generous spacing, gives the brand its voice – clear, confident, and flexible across packaging, campaigns and guidelines.

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Through the Eyes of the Artist, a global campaign platform developed by Winsor & Newton’s Head of Brand, extended this thinking. We designed the campaign’s visual language – evolving the refreshed identity into a system that could scale across formats and regions. Central to this was a new campaign lock-up: a composite mark combining the griffin, wordmark and strapline into a single structure – typographically grounded, but clean and contemporary.

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Photography focused on process: tools in use, materials in motion, surfaces mid-mark. The attention was on gesture, not product – an empathetic reflection of the brand’s artist-first positioning.

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With teams, stockists and programmes across multiple markets, implementation was core. We developed brand guidelines covering colour, type, photography, motion and social – structured for local flexibility without losing global coherence. This was not a reinvention. It was a measured evolution – visually reduced, strategically expanded, and built to carry the brand forward.

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Brand: Winsor & Newton

Creative Direction: Billie Temple for Carter Wong at The Value Engineers

Project Lead: Sarah Turner