Brand Style Guide - Found Benefits

My Role:

Developed a comprehensive brand system for a benefits consulting firm, building on an existing logo and two-brand color foundation to establish a complete, consistent identity. Selected and standardized typography, expanded the color palette, created a full suite of logo variants, and defined brand voice guidelines, giving the client a cohesive framework to unify all marketing collateral and maintain consistency across touchpoints.

Establish a cohesive brand identity for a solo benefits consultant whose existing materials lacked visual consistency and direction. The client had a logo and two brand colors but no defined system. The goal was to build one that made him look polished and intentional across all touchpoints.

Audited the existing brand assets and used the logo and core colors as a foundation to build a complete identity system from the ground up. Selected a typography pairing, expanded the color palette, developed a full set of logo variants for flexible usage, and defined brand voice guidelines — all with minimal client direction, requiring strong independent judgment and design decision-making throughout.

Delivered a fully realized brand style guide that gave the client a clear, referenceable system for all future marketing collateral. The client approved the final deliverable without revision requests, resulting in a cohesive brand identity where none had previously existed.