Working as in-house Global Creative Director, I oversaw the design of a full-scale rebrand. With 68 offices around the world, Alpha's brand needed to demonstrate extreme flexibility while ensuring creative consistency to build global brand recognition and trust. We set out three core objectives for the rebrand: update for the modern world, work in every language and culture, and reduce friction and cost. The brand was designed to feel inviting, informal, and human. We introduced warmth with a wide colour palette and increased usability with open-source font choices and bespoke iconography. The real win came with its adaptability, by introducing a truly global typeface we raised the floor of our representation around the world—creating unity across regional creative, meaning that the look and feel of Alpha translates seamlessly from Korean to Kurdish.