PGi Visual Identity System
Challenge
The company needed a way to align its corporate brand with the flagship product brand. Each identity had recognition in the market, but when presented together they often looked inconsistent and fragmented. Internal teams lacked a clear framework for applying design standards, which led to confusion, diluted credibility, and a disjointed presence across marketing, digital, and product experiences.
Solution
To solve this, I created a comprehensive brand guidelines document that defined how the corporate and product brands should work together. The guidelines established clear rules for logo usage and lockups, set consistent standards for typography and hierarchy, and introduced a unified color palette and designs elements that allowed the two brands to harmonize visually. I also provided direction for imagery, tone, and design systems to ensure every asset reflected a unified brand personality. Practical examples were included to demonstrate how these rules translated into real-world applications across both print and digital channels.
Beyond the guidelines, I personally designed and developed the PGi Brand Exchange, a companion website that served as the central hub for brand management. The site allowed employees and partners to download approved brand assets, access templates, and submit requests to the Creative Services team through a streamlined intake form. This ensured that the guidelines weren’t just static instructions, but an actionable system supported by digital infrastructure.
Result
The finished system gave internal teams and external partners a clear reference point for brand application, removing uncertainty and reducing the time spent correcting inconsistent designs. The company was able to present a cohesive identity that honored both the corporate brand and the flagship product, improving recognition and building trust with its audience.
The PGi Brand Exchange became a critical part of this transformation. By making assets and templates readily available and giving stakeholders a direct channel to Creative Services, the site improved adoption of the new standards and reduced the risk of misapplication. Together, the brand guidelines and the Brand Exchange website established a scalable framework for brand management, supporting not only the immediate need for consistency but also long-term success across marketing campaigns, digital initiatives, and product launches.
