Brand Identity: "Lens + Lantern" ("L+L") - Concept & Repositioning Proposal
Formerly: "E.W. Scripps Graphics HUB" (internal design team)
Roles: Concept, Graphic Design
OVERVIEW –
Developed a refined visual identity system that emphasized clarity, structure, and consistency in a visually engaging format, in collaboration with coworker, Brandon Shirley, as a conceptual brand redesign and repositioning initiative for our workplace.
CHALLENGES & GOALS –
• Existing brand lacked a clear identity—layout, jargon, fonts, colors, logos, photography.
• Align to organization's values and mission.
• Remain adaptable across internal / external communications.
• Explore modern, cohesive, and organized visual hierarchy.
HIGHLIGHTS –
Reimagined the tired "Graphics HUB" identity into a vibrant, modern, agency-like brand, with visually impactful elements that are easily understood by artists and non-creatives alike.
MY CONTRIBUTIONS –
Focused on the design execution, composition, and visual hierarchy. Refined key elements to ensure the brand could effectively scale across digital, web, over-the-top TV (OTT), and print applications.
OUTCOME –
Aligned to a focused mission and vision, this cohesive direction demonstrated how a strategic plan could strengthen communication, clarify direction, and renew brand perception.
Highlighted great quotes perfectly matched to "Lens + Lantern" ("L+L").
Included visual representations of "Positioning", "Process", "Services", and more.
All hues and shades clearly listed and defined for various applications—"Color Palette - All", "Primary", "Secondary", "Neutral".
Defined and clarified all logos and usage types—"Main", "Alternate" (inclu. wordmarks, icons).
Not just words—intentional use of specific typefaces and language.