The CEO Circle - Unveiling an elite brand evolution courtesy of Cassette

For 30 years, The CEO Circle has provided an invaluable growth platform for executive leaders throughout Australia.

Cassette was tasked with evolving its brand to a renewed level of sophistication. After three decades championing the professional elite, the senior leadership team sought an identity that conveyed its prestige, ambition and vision via a new, contemporary expression.

A new serif wordmark that italicised ‘circle’ was developed to exude confidence, trust and warmth. A monogram that combined the letters ‘C’, ‘E’ and ‘O’ in an interwoven circle created a stamp of credibility, emphasising the heritage of the brand.

A minimalist black and white palette with a bright blue accent then added a contemporary sophistication that was balanced with the visual intrigue afforded by the keyline brand pattern.

What culminated from the creative process was an identity that distilled the full breadth of the company’s heritage, success and vision.

Cassette's work on The CEO Circle brand evolution was shortlisted in the Design category at the inaugural Cairns Crocodiles Festival 2024.​