Doddle
Brand Identity • UX/UI Design • Digital Strategy • Client Pitching
What I Did
Brand Strategy
Creative Direction
Visual Identity
Art Direction
Campaign Rollout
The Brief.
A refreshed brand that made insurance feel effortless.
Brand Creation & Launch
Client: Spark Energy Ltd
Role: Lead Designer / Project Manager
View the website
www.itsadoddle.co.uk
Doddle only had a logo and a handful of colours. The business needed a refreshed identity that matched its promise of being simple to use. The goal was to develop a clearer, friendlier visual direction and define a design style for how the website's pages could look. The new identity needed to support the brand’s growth and help establish clarity across all customer touchpoints from website to advertising to printed materials.
The Idea.
“Insurance made easy it’s A doddle.”
Create a visual identity that communicates ease through colour, typography, spacing, and structure. The brand needed to feel calm, modern, and straightforward, reflecting its name and purpose.
The Execution.
I developed a cleaner and more modern visual identity built from the existing logo and basic palette. This included refining colour use, introducing a more accessible typographic approach, and shaping how each page could look visually.
The work focused on bringing consistency and clarity to the brand, helping the development team build pages that aligned with the refreshed identity.
The Result.
A complete visual refresh built from a logo and a single palette.
Doddle now has a more apparent, more confident identity that reflects its purpose. The updated brand direction supported the company’s push toward simplicity and guided the visual design of the new website. The business gained a friendly and trustworthy tone that finally matched its name and ambition.”
— Managing Director, Spark Energy Ltd
“From pitch to rollout, Craig led everything with vision and precision. The results speak for themselves.”