Visual identities

Project overview

The best brands in any industry understand the value of a strong visual identity. In an increasingly visual world, these identities are a crucial element in establishing customer relationships. This case study highlights select elements from some of my favorite projects.

More than a logo

Identity design is about creating helpful, scalable systems that unify an organization's communications and inspire its employees.

Visual identities

Project overview

The best brands in any industry understand the value of a strong visual identity. In an increasingly visual world, these identities are a crucial element in establishing customer relationships. This case study highlights select elements from some of my favorite projects.

More than a logo

Identity design is about creating helpful, scalable systems that unify an organization's communications and inspire its employees.

Golden Gate brand refresh

At the outset of this refresh, Golden Gate leadership was internally workshopping a redesigned logo. For this refresh, my role was to collaborate with them on its evolution, rather than creating the identity from scratch. This involved close collaboration with employees throughout the company to understand their vision. I also conducted a visual design audit for the brand, collating the state of their identity to better inform its evolution.

Primary and secondary marks

This combination mark represents a significant refinement from the previous version. It offers the right level of versatility for the client's digital and physical logo placements. The simpler, secondary iteration is useful in tight spacing, where it easily scales without losing its basic shape and recognizability. This minimal variety was appropriate for the company in its then state of maturity, but it will evolve into a more dynamic brand as its touchpoints become more diverse.

Golden Gate icons

Strong iconography is successful at simplifying an otherwise complex message. I designed this small illustrative set for use around the Golden Gate website, to represent high-level tenents of their business methodology. As the business continues to evolve, so will its icons. The next steps for Golden Gate's iconography include clear usage guidelines, more accessible assets, and a more intricate set for an under-development digital offering.

Social media graphics

Social media plays a crucial role in generating public interest in Golden Gate's services. For this revamp, we started small with clearly branded profile graphics for maximum visibility in their most important lead generators. I created several iterations of on-brand graphics for use around various social platforms. These graphics will continue to evolve with time.

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Branding employee touchpoints

An organization's visual identity is ubiquitous throughout its internal and external touchpoints. This brand refresh is only the start of a long-term effort to establish a Golden Gate design language, which will be reflected in both internal and publicly available tooling. This language will complement a formal product design system, also in the works!

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Branding customer touchpoints

Well-designed customer touchpoints are a critical measure of a successful visual identity. In refining the Golden Gate brand, I'm working collaboratively with the corporate marketing team to design a more modern, on-brand web presence. This careers landing page is one public-facing example, but it's only the beginning.

Additional identity work

Designing visual identity systems is more intricate than creating simple visual artifacts. Done right, the process includes creating scalable design systems and resources that help everyone in an organization do their best work. Most importantly, a visual identity reflects an organization's values—inspiring employees and customers alike. As I build this case study, you'll find additional information about identity initiatives from my time at Disney, and in collaboration with freelance clients. In the meantime, you can reach out anytime to discuss this work—I'm happy to share!

Disney internal team branding

Despite being far less visible than their public-facing brands, internal team and studio brands at Disney are driving the creativity that the company produces, built upon a legacy of world-class storytelling. I expect to share details about this project in mid-2020.

Social startup branding

I'm collaborating with a socially-conscious technology startup that's dedicated to harnessing influencer klout for social good. I expect to share more details about this project in late 2020.

AIGA branding initiatives

AIGA hosts several conference events throughout central Florida each year. My goal in supporting these events has been the creation of versatile logo treatments, to be carried through a range of materials, both physical and digital.

Personal brand identity

Every designer embarks upon the mission of developing a personal visual identity. Mine has evolved a few times since its inception some years back - it's become simpler and more versatile. Iconography is prominent, the color scheme is simple and complementary, and language is natural and relatable. More soon!

© Joseph Brueggen 2020