Brand Evolution & System Design

VI Marketing and Branding

Challenge

VI Marketing and Branding had grown into a nationally recognized, award-winning agency managing multimillion-dollar clients. However, its own brand did not reflect that level of sophistication.

The work and the culture had evolved. The brand hadn’t.

Moodboard

Strategy

Modernize the visual identity to reflect the agency’s national growth — while building a system non-designers could execute confidently.

The evolved brand needed to feel:

Human. Modern. Confident. Smart. Innovative.

The goal wasn’t just to refresh aesthetics, it was to realign perception with performance.

My Role

Lead Art Director

  • Developed strategic creative directions

  • Presented visual evolution to executive leadership

  • Designed and implemented the full visual system

  • Built scalable templates and brand infrastructure

  • Led internal rollout and training

Images for Other Designers to Pull From

Execution

Visual Evolution

  • Modernized typography and added handwritten elements

  • Simplified and strengthened the color palette

  • Shifted photography toward dynamic, mood-driven imagery

  • Refined tone of voice to feel intelligent yet approachable

What Didn’t Change

  • The evolution honored the the existing core values

  • The primary logo remained the same, it’s usage changed somewhat

System Design

  • PowerPoint & Word master templates

  • Proposify frameworks for non-designers

  • InDesign proposal templates

  • Canva social templates

  • Email signature system

  • Internal & external email templates

  • Organized SharePoint/OneDrive asset library

  • Graphic standards manual

PowerPoint Heirarchy Guide

PowerPoint Master Slides

VI’s annual behavior change campaign, 30 Days of Change, is how they rolled out the brand refresh externally.

Monthly External Email

Social Media Headers and Profile Images

DESIGNED WHILE EMPLOYED AT VI MARKETING AND BRANDING

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Carne Diem