Identities & guidelines

Over my career, I have worked with a variety of clients to create and define core brand identities and guidelines for brand application. An identity should evoke the essence of a brand, and it shoulders the responsibility of setting tone and differentiating a business amongst a sea of competitors and design applications. Color, typeface, imagery, sizing, and application across different media are all critical considerations.

Once the identity is defined, guidelines are also key for ensuring organizations know how to apply these carefully defined design choices across important marketing touchpoints. Some of my guidelines work is limited to digital application, but other guideline sets are more brand-holistic in focus.