Corporate Brand Refresh

01

The signature visual element from the back-to-school campaign served as the basis for the brand refresh.
02

A brand system was built around the signature graphic twirl element including a full brand guideline and design system.
03

Application of the new design system was tested and validated across multi-channel marketing material.

Brand Identity

I often joke that I’m a little masochistic for enjoying the process of creating identities. Each project is a creative challenge—a real Gordian knot—that I relish tackling. As the animation above illustrates, the approach has evolved to a mostly digital one with sketching taking place now with an Apple Pencil on an iPad in Procreate before moving to either Illustrator or Figma for further investigation and refinement.

Role: Designer
Clients: Various