In an industry defined by trust and long-term reliability, effective design means balancing disciplined systems with creative interpretation — keeping the brand consistent while allowing it to grow.

In 2023 that meant setting and maintaining that standard for a new system with the rollout of new brand guidelines — updating color, iconography, illustration style, and typography, including the introduction of two new fonts and a departure from Univers after more than 30 years.

Implementing the new system required consistency, clarity, and informed creative judgment. I helped define the updated look and feel across a wide spectrum of work, including everything from evergreen and campaign to sales collateral and corporate identity.

Below are selected examples of that design work.