Brand identity

SCALABLE COMMERCIAL ARCHITECTURE

Brand Identity is the architecture of commercial integrity. This section showcases my systematic approach to translating core business values into resilient, scalable visual ecosystems. My focus is on creating globally compliant, unified brand systems that do more than just look good—they act as powerful Go-to-Market (GTM) tools.

“Design is the last great competitive advantage.”

 —  Seth Godin

Poster for Vancouver's first disability film festival called 'WAM' with a blue background and large white and green text
A collection of branding stationery items including business cards, envelopes, folders, pens, and presentation folder, all featuring a corporate logo with the initials WAM in white and green on a blue background.
Branding and promotional materials for Wide Angle Media, including a brochure and business cards featuring the WAM logo with a stylized 'A' in green, set against a dark blue geometric background.
Branded media and stationery items for Wide Angle Media, including a letter, business card, notebooks, pens, and a brochure with a blue, green, and white color scheme featuring their logo.
Mobile Branding Presentation for WAM.
Set of branded stationery items, including a notebook, pens, business card, booklet, and folders in blue, green, and white colors, displaying the WAM logo.
Branding Identity for WAM
Three iPhone screens side by side on a blue background. The first shows the home screen with app icons, the second displays the lock screen with the time 10:07 and a notification from Wide Angle Media, and the third shows the app store page for Wide
Large screen displays logo for WAM, Vancouver's first disability film festival, with seating in front and stage steps, in a dark auditorium.
Large stage with a bright screen displaying the logo of VIFF, Vancouver's first disability film festival, in a dark theater setting with chairs and stage lighting.
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CASE STUDY 01: WIDE ANGLE MEDIA

The Goal: Build a brand that looks good on every medium, from an mobile screens to brand guidelines.

This brand identity system was designed to balance "Cinematic Prestige" with "Radical Accessibility."

Drawing from cinematic form, the logo operates as a literal frame for the festival’s vision. It symbolizes the transition from the unknown to the spotlight, giving unseen stories the platform they deserve. A high-contrast Electric Blue and Neon Green colors were chosen for maximum visibility, reinforcing the core value of accessibility. In addition to establishing brand identity, I also created related campaign materials: Brand Book, Go-To-Market Guide, app/website images and visuals, organic/paid social, OOH and PowerPoint presentations.

Collection of branded office supplies including business cards, notebooks, brochures, pens, and envelopes, all in black, white, and green colors, arranged on a green background with branding for "Change with Hector."
Green-themed business stationery set with notebooks, pens, cards, and folders, all branded with "Change with Hector" and an upward arrow logo.
A collection of branding and marketing materials laid out on a green background, including a brochure, notebooks, pens, business cards, and letters, all with a green, black, and white color scheme displaying the phrase "Change with Hector".
Business branding stationery set including letterhead, business cards, stickers, and envelope, all featuring a green and black theme with the words 'Change with Hector' and a logo with an arrow.
Green illuminated sign on building exterior reading 'CHANGE WITH HECTOR' with an upward arrow.
Three iPhone screens showing home screen, notification, and app store page, with a green background.
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Title slide for a presentation titled "Change with Hector: Brand Guidelines," featuring a photo of a smiling, bald man with glasses and a gray beard, wearing a black t-shirt, set against a green background.
A presentation slide showing logo design guidelines for Change with Hector. The slide features a large logo with a stylized 'G' and arrow, text explaining the logo's concept, color scheme, and design elements on a dark green background.
Brand guidelines page with the title 'Graphic Standard Manual' for Change with Hector. Features logo design elements, including a change icon with an arrow and a circular shape, and logo wording, with annotations and grid lines. Contains company info
Guide to primary branding colors showing green, dark green, green alternate, black, and white with their hex codes and descriptions on a green background.
Brand guidelines page explaining the significance of the logo's design, featuring large text 'PRIMARY TYPEFACE' with examples of bold and regular typefaces, and additional information about the font style.
Colorful alphabet and numbers on a dark background.

CASE STUDY 02: CHANGE WITH HECTOR

The Goal: Build a brand, and turn a personal name/image into a corporate institution.

The objective was to elevate a personal consultant into a scalable brand asset. I moved away from the "soft" aesthetics typical of the coaching industry in favor of something sharper and more corporate. The logo features a geometric arrow integrated into the typography. It is simple, structural, and points upward—signaling growth and momentum. To build trust, a brand must be consistent. I applied the signature "Organic/Earthy Green" aggressively across every touchpoint—from pens and notebooks to UX/UI and digital interfaces. This approach creates a unified visual ecosystem that makes the individual look like a Fortune 500 company.

Smartphone showing the logo and brand identity for "Quince".
Red and white branded stationery and marketing materials for Quince, including posters, flyers, business cards, pens, and envelopes, arranged on a red surface.
A collection of red and white branding materials, including posters, flyers, envelopes, business cards, and notebooks, all displaying the Quince logo and branding elements.
Multiple Quince office supplies on a red background, including a red notebook with a white elastic band and logo, a red pencil, two red and white pens, a white card with contact info, and various red and white posters and packaging featuring the Quin
Red branding package for Quince.
Three iPhones displaying home screens, with the middle iPhone showing a notification from Quince on a red and black background.
Black and red branded stationery items arranged on a red background, including notebooks, pens, and branding materials for Cube.Nyc.
Collection of corporate branding materials including business cards, envelopes, pens, letterheads, folders, and promotional items with a black, white, and red color scheme for Cube.NYC, an advertising agency.
A collection of branding materials for Cube.Nyc, including a white paper with red text, black folders, business cards, notebooks, pens, and envelopes, all featuring the Cube.Nyc logo and a black and red color scheme, arranged on a red background.
A collection of branding and marketing materials for Cube.Nyc, a design agency. The materials include a white letter-sized sheet with red and black text, a red envelope with the Cube logo, a large black and red vertical banner with the Cube.Nyc logo,
Business branding materials on a red background, including a large black and red booklet titled 'Cube.Nyc'.
Three iPhone screens displaying the home screen, lock screen, and app store page with Cube.NYC app, against a red background.
Business branding materials with black, purple, teal, and pastel colors, including a business card, a letter, a pen, a binder clip, and a colorful design element on a black surface.
Collection of branding materials including a black box, brochures, business cards, a pen, a paperclip, and black paper, on a gray surface.
Conference branding materials, including a letter, a notebook, and two cards with black backgrounds, pink and teal accents, and the event's logo and name.
Collection of conference materials including two black business cards, a black and pink letter, a smaller black card with colorful dots, and two phones with event branding on a dark surface.
Exhibition booth with black background, purple and teal dotted swirl design, and digital displays showing event information.
A conference booth display with a black background, featuring Pink and purple dot patterns. There are two vertical banners with event details and a curved reception desk with similar branding.
Large conference screen with colorful dot pattern on the left side and a QR code in the lower right corner, in an auditorium.
Two black conference badges with lanyards attached. The top right corner of each badge has a colorful dotted pattern in shades of purple, blue, and turquoise.
Large conference screen with a background of dotted gradient circles, in an auditorium with rows of black chairs, stage, and ceiling lights.
Empty stage set for the with a large screen displaying the event's title and location.
The image features a photo on the right side of a worker using a grinder or welding tool with sparks flying.
A person is working on building a wooden structure outdoors, using a metal ruler and pencil to measure and mark a wooden plank.
Collage of five photos showing diverse construction and engineering workers and students, including a smiling man with a beanie, a woman operating machinery, a group designing with wood, a man with a blue helmet, and a young woman working with metal.
Laptop screen displaying a search box, and a photo of a woman in a construction helmet and safety vest, sitting at a wooden table with a coffee cup nearby.
A man in a plaid shirt uses a power drill on a piece of wood, with a staircase and wooden interior in the background.
Social media icons for Twitter, Instagram, LinkedIn, and Facebook with their labels. The Twitter icon is a blue bird, Instagram a pink and purple camera, LinkedIn a blue 'in', and Facebook a blue 'f'. Background shows a faded world map.
Cover page of a style guide with blue and white design and the words "STYLE GUIDE" in bold white and blue text.
Color palette with six hex color codes. Colors include white, red, maroon, blue, turquoise, and gold, arranged in a hexagonal pattern.
A grid showing four versions of the logo.
Four variations of the logo on a blue background, with the foundation's name, tagline 'Engage. Collaborate. Innovate.', and a geometric icon, showing different design drafts with grid lines and alignment guides.
Color palette chart with six hex color codes: white, cement gray, black, blue, steel gray, and yellow, displayed as hex color swatches with their names and hex codes.
Social media collaboration announcement with images of construction workers and professionals.
Blue informational slide about typefaces for building jobs, showcasing the fonts Adobe Libre Franklin: Bold and Regular, with sample text and download link.
Social media post template announcing a partnership with images of construction workers and contractors, including a man with a child on his shoulders, a group of workers reviewing plans, and a person wearing a face mask and hearing protection.
Collage of diverse construction professionals and workers, including a young man and woman, working with tools, reviewing plans, and building homes, with a central logo for Building Talent Foundation.
Construction workers and a bulldozer at a construction site.
Two construction workers wearing yellow safety helmets and reflective vests, with one pointing and the other holding a clipboard and walkie-talkie, at a construction site with heavy equipment in the background.
A person holding rolled blueprints, with an overlay of a cityscape and construction site, featuring a large yellow construction helmet.
A presentation slide with the title "External Problem" on the right side, and a list of business challenges on the left, including issues with ERP systems, workflows, reporting data, executive team changes, metrics, operations insight, fleet load bal
A smiling man wearing a white construction helmet and an orange safety vest, talking on a cell phone outdoors with machinery and trees in the background.
Presentation slide. The background shows a blurred image of people working together at a table.
Two workers in safety vests and helmets inside a warehouse with a forklift, one holding a tablet and the other sitting on the forklift's seat.
The plan infographic showing three steps: 1. Meet our team, 2. Develop a plan, 3. Start the project.
A worker using a grinder to cut metal, with sparks flying during the process, and a blue overlay with white text.
A presentation slide titled 'Success vs. Failure', contrasting positive outcomes such as revenue growth, strong operational visibility, and streamlined workflows with negative outcomes like inefficiency, lost opportunities, and disconnected profit lo
Two construction workers, a man and a woman, wearing safety helmets and high-visibility vests, working together on a laptop at a construction site.
A collage of construction workers wearing safety helmets working on a construction site during sunset, with scaffolding and heavy machinery in the background.

Developing a Cohesive Brand Identity and Packaging

I had the chance to work with NuPawz, a pet company, to develop their branding and product packaging. My objective was to create a recognizable brand identity in a highly competitive pet industry. To achieve this, I conducted thorough research and developed a logo and color scheme that reflected NuPawz's values of quality, trust, and innovation. Additionally, I worked on designing packaging that was both visually appealing and informative, ensuring that all necessary information about each product was included, such as nutritional values, ingredients, and usage instructions.

"I strive for two things in design: simplicity and clarity. Great design is born of those two things."

—  Lindo Leader, graphic designer and creator of the FedEx logo

Branding materials for NuPawz, including a large folder or poster with an orange paw print and the brand name, a smartphone with the NuPawz logo, a business card with the NuPawz logo and a name, a rectangular orange object, and a white card with cont
Blue package of NuPawz natural beef-flavored dog chewable gummies with an image of a smiling husky dog on the front, set against a blue background.
Package of NuPawz natural beef-flavored dog and puppy gummies with a picture of a happy small dog on the front, set against a blue background.
Three bottles of NuPawz full spectrum CBD oil for small dogs, with blue labels, blue droppers, and a picture of a small dog on each label, set against a blue background.
Branding materials for NuPawz, including a large poster with a paw print logo and the text 'NuPawz', a smartphone with the NuPawz logo on its screen, a business card with the NuPawz logo and contact information, and a pencil on a teal background.
A bag of NuPawz natural gummies for dogs and puppies with a white fluffy dog on the packaging
Package of NuPawz natural dog gummies with images of a Samoyed, a French Bulldog, and a Jack Russell Terrier on the front. The packaging is teal with a large paw print and text indicating it is for dogs and puppies 8 weeks or older.
Three bottles of NuPawz natural hemp oil for dogs with blue labels and droppers, placed on a teal background.
Branding materials for NuPawz consisting of a large poster with a paw print logo and the brand name, a smartphone with the same logo and name on the screen, a business card with the logo and name, a small rectangular card with the paw print and brand
A green bag of NuPawz natural gummies for dogs and puppies, featuring a photo of a white fluffy dog, with a large paw print and the label text.
Package of NuPawz natural beef-flavored dog gummies with images of a fluffy white dog, a French Bulldog, and a Dachshund, set against a pastel green background.
Three bottles of NuPawz natural hemp oil for dogs with green labels and white droppers, standing on a light green surface.
Branding materials for NuPawz, including a large poster, a smartphone with the NuPawz logo on the screen, business cards, and a pencil, all on a blue background.
Blue package of NuPawz natural dog gummies with a picture of a white dog on the front, set against a blue background.
A blue resealable bag of NuPawz natural gummies for dogs and puppies, aged 8 weeks or older, containing soft beef-flavored chews with 65 mg of afloxolaner per gummy, featuring images of a fluffy white dog, a French Bulldog, and a Jack Russell Terrier
Three bottles of NuPawz natural hemp oil for dogs against a blue background.
A collection of branded business items for NuPawz, including a pink gradient folder with a paw print logo, a business card, a tablet, a phone displaying the NuPawz logo, and a pencil, set against a pink gradient background.
Pink bag of Nupawz dog chewables with a white dog picture and paw print design, labeled as natural beef-flavored gummies for dogs and puppies 8 weeks or older.
A pink resealable bag of NuPawz natural beef-flavored dog treats with images of three dogs, including a white fluffy dog, a bulldog, and a black and brown dog, on the packaging.
Three bottles of NuPawz natural hemp oil for dogs, with pink labels and dropper caps, placed on a pink background.