The Brief
I provided brand development support for AM Group, a women-owned strategic communications firm focused on public relations, storytelling, and partnerships. While the company already had an established logo and core brand colors, the team needed additional design assets and guidelines to help the identity function consistently across digital platforms.
I provided brand development support for AM Group, a women-owned strategic communications firm focused on public relations, storytelling, and partnerships. While the company already had an established logo and core brand colors, the team needed additional design assets and guidelines to help the identity function consistently across digital platforms.
The Problem
The initial brand identity included a logo and limited color palette but lacked the supporting elements needed for everyday use. Without a defined visual system, it was difficult to maintain consistency across social media, presentations, and marketing materials. The challenge was expanding the brand into a flexible toolkit that could support ongoing communication needs while staying aligned with the existing identity.
The initial brand identity included a logo and limited color palette but lacked the supporting elements needed for everyday use. Without a defined visual system, it was difficult to maintain consistency across social media, presentations, and marketing materials. The challenge was expanding the brand into a flexible toolkit that could support ongoing communication needs while staying aligned with the existing identity.
Insight
Strong brands rely on systems, not just logos. By building supporting visual elements—such as color palettes, typography pairings, and illustration styles—the brand could become more adaptable while maintaining cohesion.
Strong brands rely on systems, not just logos. By building supporting visual elements—such as color palettes, typography pairings, and illustration styles—the brand could become more adaptable while maintaining cohesion.
Design Intent
I expanded the visual identity by developing a full color palette, selecting complementary type pairings, and creating social media templates for consistent communication. I also illustrated a set of custom graphic elements that could be used as backgrounds, overlays, and visual accents. These assets were designed to integrate seamlessly with the existing logo while adding personality and versatility to the brand’s communications.
I expanded the visual identity by developing a full color palette, selecting complementary type pairings, and creating social media templates for consistent communication. I also illustrated a set of custom graphic elements that could be used as backgrounds, overlays, and visual accents. These assets were designed to integrate seamlessly with the existing logo while adding personality and versatility to the brand’s communications.
Outcome
The resulting brand toolkit provided AM Group with a cohesive set of visual resources that could be used across digital marketing, social media, and client communications. By strengthening the supporting design system, the brand became more flexible, recognizable, and easier for the team to apply consistently in their day-to-day work.
The resulting brand toolkit provided AM Group with a cohesive set of visual resources that could be used across digital marketing, social media, and client communications. By strengthening the supporting design system, the brand became more flexible, recognizable, and easier for the team to apply consistently in their day-to-day work.
