Manifesting the business transition and creating new connotations called for a new brand experience. The starting point was a new visual identity to convey the brand’s repositioned product and service offering, allowing for a unified, purposeful brand experience across the full channel ecosystem. A new logotype, a new custom-made typography, new colors, imagery and iconography and an extensive UI library translated into a digital design system, supporting Dustin’s transition into the contemporary IT services player.