I've created many brand identities and style guides. Developing a brand identity not only provides visual language, but also voice, tone and messaging to create consistency for the way a brand shows up.

The intention was to elevate the brand identity to help distinguish Midland from its cheap Chinese competitors. For Midland USA it served as the Northstar for a complete rebrand. First, I developed a survey for owners, employees and customers. Many questions were asked and an abundance of insightful answers flowed in. It was an eye-popping experience for Midland leadership. Nothing was left untouched, from mission statement, purpose and tone of voice, to logo treatment, graphic standards and photographic style. Following closely on its heels, we created an editorial style guide too.​

The style guide for Dickies Workwear set the standard for fonts, colors, typography, imagery, web design, social, POS, packaging, emails and internal communications.