BACKGROUND
Pursuit is a market-leading EPOS and software provider for jewellery retailers across the UK and Ireland. Their existing brand identity was nearly 10 years old and the management team were keen to refresh and relaunch the identity at a major industry trade event in the autumn of 2025. Following discovery sessions and a brand workshop with the Pursuit team, a brief was developed for my team at ClearCourse to work on ahead of a full brand and website relaunch before the event. Each member of the design team took this core brief and created their own interpretations for two rounds of quickfire assessment ahead of finalising and rolling out the new brand.
BRIEF
Following the brand workshop sessions, it became clear that the team was keen to position Pursuit much more clearly as a Tech and SaaS brand, while appealing to the craftsmanship and luxury aspects of the jewellery industry itself. My own interpretation of the brief was initially to find a link between the two sectors by created a brand mark inspired by the structure of a silicon crystal. Following an initial round of feedback, this was then reworked to the octrahedral form of a natural diamond. The final brand proposal was well-received by the team, but they ultimately chose another of the options presented.
