Repositioning RDTI

I developed the brand strategy and delivered the rebrand of the Research & Development Tax Incentive (RDTI), a Government programme that provides tax credits to support business‑led innovation. The work shifted the programme's positioning from a technical, compliance‑focused identity to a clearer, more accessible and future‑facing brand, delivering a marked repositioning rather than an evolutionary refresh. The new identity also needed to align with the established branding of its three key stakeholders: Callaghan Innovation, Government and IRD. Navigating a complex, multi‑stakeholder environment, aligning diverse perspectives and guiding the programme toward a cohesive, user‑centred brand expression resulted in a brand that stands out, feels more approachable and is easier for businesses to engage with.