Timeline: 2022 – Present
The Challenge
When I joined LMDmax, the logo was already in place, but the brand had no established visual identity system around it. There was an opportunity to build a cohesive brand language from the ground up and create a consistent visual experience across internal and external communications.The Approach
I started with the fundamentals, understanding the existing logo, researching the industry and identifying how the brand could communicate consistently across different touchpoints.Before moving into individual design assets, I focused on creating a strong visual foundation by defining:
1. Brand colour palette2. Typography and font hierarchy
3. Iconography and visual elements
4. Layout and design principles
5. Brand guidelines
6. Consistent usage of the existing logo
Once the core identity system was established, I translated it across multiple brand touchpoints.
Bringing the Identity to Life
I developed and standardised a range of branded communication and stationery assets, including:Corporate Identity
- Business Cards
- Employee Identity Cards
- Letterheads
- Envelopes
- Email and communication templates
Marketing & Communication
- Corporate Decks & Presentations
- Marketing Collaterals (Flyers, Booklets)
- Event & Promotional Assets
- Digital Communication Assets.
Each asset was designed with the same visual principles to ensure that the brand remained recognisable and consistent, regardless of where it appeared.
Building Consistency
The goal wasn't simply to create individual designs, but to create a repeatable visual system that could be maintained across platforms, teams and communication channels.The brand guidelines became the foundation for this system, helping ensure consistency in typography, colours, iconography, layouts and overall visual treatment.
The Outcome
What started with a logo evolved into a structured and cohesive visual identity for LMDmax.By establishing clear design guidelines and applying them consistently across touchpoints, I helped create a more unified brand presence, from everyday corporate stationery to presentations, marketing materials and digital communications.
From a logo to a complete visual language, building consistency one touchpoint at a time.