Because our organization already had an established brand, we were tasked with editing it down to its salient elements and evangelizing the guidelines across the company. We reduced the logo versions by half, reduced the number of brand colors and changed the remaining hues to make clearer distinctions between each, gave them company-specific names for ease of use, and wrote out new rules and a consistent aesthetic philosophy incorporating the company's mission and vision. We then applied that philosophy to the company's identity package, presentation templates, and website.
Index Exchange (In-house)
Creative Direction, Design Strategy, Copywriting & Branding