As TestGorilla scaled toward an ambitious mission to help one billion people land their dream job, its early-stage identity no longer reflected the company it had become. This rebrand focused on building a distinctive, ownable system capable of carrying that ambition at scale.

A simple insight changed everything. In the GCC, many consumers liked kiwi fruit but hesitated to buy it because they weren’t sure how to eat it. This campaign turned that small uncertainty into a playful social format that drove real behaviour change.

Over the past decade, leading creative teams across entertainment, health tech, and SaaS scale-ups has reshaped how I think about brand. I have learned that brand strength is not built through aesthetics alone, but through clarity, atmosphere, and depth. Creative leadership, at its core, is about creating the conditions where that depth can happen.

Ada already had a meaningful logo, but not a system strong enough to support growth in a regulated healthcare space. This project focused on protecting that equity and building a disciplined brand structure capable of carrying trust at scale.