Designing for a high-level corporate audience taught me how subtle typographic and compositional decisions can build credibility and trust. This project deepened my understanding of professional tone and the power of design in shaping perception.

Working Within Brand Guidelines:
I learned how to work effectively within existing brand parameters while identifying opportunities to expand them. This project challenged me to evolve LSG’s visual identity in a way that introduced a sub-brand, refined enough to stand on its own, yet complementary to the parent brand. I analyzed prior materials to ensure consistency and developed graphic elements that reflected both the brand’s existing styling and the new offering’s tone of confidence and clarity.

Collaboration & Feedback:
Throughout the process, I learned how to communicate and apply feedback from both designers and non-designers. This required tailoring my language and presentation to help non-design stakeholders visualize different design choices. I also became more confident in articulating my rationale for conceptual ideas and turning critique into actionable refinements.

Time Management & Efficiency:
This project was completed under a tight turnaround. I had to balance initial concept development, multiple feedback rounds, and final production within strict deadlines. I built an efficient workflow for version tracking and asset delivery, ensuring I could make design adjustments quickly while maintaining high-quality output.