Project Overview

Partnering with the brilliant team at Forward PMX, I was fortunate enough to participate on the brand leadership team in building a new brand that would build upon the organization’s strengths, while adjusting to meet the needs of a changing market. And, after deep analysis of the market landscape, and with the agency’s research and recommendations in mind, I had the opportunity to lead on the vision, design, and packaging of the brand relaunch.

The visual and communications guidelines included the heuristics and assets for the design system, core value proposition, unique selling propositions, differentiators, personas, messaging franchises, product articulation and communications model.

The samples below demonstrate some of the key resources that allowed stakeholders and creatives to use the guidelines to produce consistent, relevant and compliant collateral, without becoming a simple policing document. The brand design also intended to become better with age — leaving enough open space to let the brand flex to respond to changing needs of various audiences and continue to grow and thrive over time, just like an authentic personality.