Establishing a Coherent Brand Vision for Emendo.
Role: Brand Designer
Tools: Illustrator · InDesign · Photoshop · Figma
One of the first observations I made when I joined Emendo was that the company lacked a strong visual identity. It was clear that creating a coherent and distinct visual identity was an important step. The management wanted me to start with the design of the website first, but I explained that without stable guidelines it would not be effective. So I took the initiative to lead this work, which included creating a comprehensive brand book. The brand book would serve as a basic guide for Emendo's visual representation and branding.
From interviews with the CEO of the company and observations, I set the guidelines for how Emendo should continue to be represented.
What I Did.
Emendo had foundational brand elements - a logo and a primary color - but lacked visual consistency and cohesion. Without brand guidelines, communication across materials felt fragmented and inconsistent. Their website also failed to reflect the professionalism and confidence of their consulting services, highlighting the need for a unified and strategic visual system.
The Challenge
The Approach
Empathize & Define:
I began with a kick-off workshop involving key stakeholders to align on goals for the brand refresh and set a shared vision. Through interviews with the CEO and leadership team, as well as an audit of existing brand touchpoints, I identified pain points in Emendo’s current identity and defined the core visual principles that would guide their future representation.
Following the Design Thinking Process, I structured the project into clear phases to ensure collaboration, creativity, and alignment across the team.
Ideate & Plan:
Together with the team, we mapped out the full project sprint, setting timelines, deliverables, and review points for each phase. This provided a structured workflow and ensured transparency throughout the process.
Prototype & Tests:
I expanded Emendo’s visual language by introducing complementary color palettes, typographic hierarchies, and structured rules for layout, iconography, and imagery.
To ensure the new system worked effectively in practice, we tested each new implementation - such as the expanded color palette and new typefaces - over defined timelines. The team used these elements in real communication materials to assess how they performed in everyday use, as well as how internal teams and external audiences reacted to them.
Feedback and observations from this testing phase informed refinements to the guidelines before compiling all elements into a comprehensive brand book, designed for clarity and practical use across departments and external partners.
The Solution
The result was a cohesive and scalable visual identity system that unified Emendo’s brand expression across all touchpoints. The brand book became a cornerstone for consistent communication and design decision-making, empowering teams to maintain visual integrity as the company grows.
The Brand Brand book included guidelines and assets such as:
Logo variations & Do’s and Don’t
Fonts style & usage
Primary & Secondary colors, as well as guidelines on how they should be used
Iconography
PowerPointTemplates
Restrictions and guidelines on how AI visuals should be generated as well as used
This project illustrates how a structured, human-centered design approach - rooted in testing and iteration - can transform fragmented brand assets into a clear, confident, and enduring identity.
See More of My Work for Emendo.
-
Content Creation & Graphics
I led the creation of Emendo’s visual content across video, graphics, photography, and PowerPoint presentations, from concept to execution. By building a cohesive brand system and crafting engaging visuals for web, social, and print, I helped grow LinkedIn followers by 132% and increased organic social traffic by 9,600%.
-
New Website
Emendo’s previous website struggled to reflect the company’s expertise and structure, with eight business areas and no unified identity. After establishing a solid brand foundation, I led a complete redesign using the Design Thinking process. The result was a streamlined, intuitive, and trustworthy digital experience that aligned stakeholder needs and clearly represented Emendo’s capabilities.