RDC Brand
Identity
Project Description:
As Visual Brand Director at RDC, I led a comprehensive visual rebranding initiative, aimed at strategically evolving the brand while preserving its core identity.
I focused on redesigning key visual elements, including the logo, color palette, and typography. My systematic approach involved creating and managing a library of assets for a cohesive design across all platforms, ensuring a consistent brand experience in both digital and print mediums.
An integral part of my work was refining the brand’s messaging and voice. This not only involved strategizing the branding materials but also designing for high-profile marketing campaigns and presentations, thereby maintaining consistency in communication and strengthening connections with our target audience.
Brand Identity Guidelines
Brand Identity Translated to website
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Brand Identity Translated to RFP & Qualifications Packages
Custom Iconography
Process
Logo Refresh
Initially established as Perkowitz & Ruth, and later evolving to P&R, Retail Design Collaborative, and finally RDC, it was essential that this iteration of the identity strike a delicate balance – innovating and refining the brand, while retaining the essence that their audience has grown to recognize and trust. I aimed not just to redesign the logo, but to craft a new chapter that felt instantly recognizable.
Original Logo
Refreshed Logo
Simplified Color Palette:
The visual identity of RDC reflects the work and the environments the architects shape. Thriving on vibrant storytelling, often through impactful project imagery, and bold, attention-grabbing visuals, the primary color scheme centers around Nero and Bianco, creating a canvas that highlights the vibrant colors in our visuals. Arancio, another key color, is used judiciously to harmonize with the colors in our visuals and was chosen to resonate with the schemes of our Long Beach headquarters.
Original Palette
Refreshed Palette
Original Proposal Design
Refreshed Proposal Design
Results:
This visual redesign and the resultant assets played a pivotal role in attracting new business from various clients, signaling a successful transformation and expansion of RDC’s brand identity.
