Spencer + Company
Brand Expansion, Art Direction & Visual Systems
I took a new logo and color palette and turned it into a brand we could actually use.
Spencer + Company had recently completed a rebrand when I joined the team. The new logo was in place, but the broader visual system still needed to be developed. I expanded the identity across the company's marketing, communications, and social channels and created the guidelines needed to keep it consistent.
My Role
I owned the brand expansion and day-to-day art direction, including:
- Visual system and brand guidelines expansion
- Iconography and supporting graphics
- Color palette and typography brand expansion
- Photography direction
- Pattern and graphic elements
- Stationery and marketing collateral
- Social media strategy and visual direction
Building the System
I developed the visual elements that gave the new identity flexibility across different formats and channels. That included new color palettes, an icon system and visual logic, supporting patterns and graphic elements, photography standards, a secondary typeface, and usage guidelines. I also developed distinct social aesthetics while keeping the overall brand recognizable and consistent.
The impact
A more complete and usable brand system that could scale across print, digital, social, and everyday communications without reinventing the identity every time.
Achievements:
- Brand system development
- Art direction
- Visual consistency
- Brand guidelines
- Cross-channel design
- Social creative direction