Brand Architecture & Systems
At the core of every enduring brand is a rigorous, scalable system. This collection of style guides and brand architecture documents demonstrates my approach to building, protecting, and evolving high-visibility identities.
From institutional network guidelines to legacy documentary IP and national public media campaigns, these manuals serve as the strategic foundation for cross-functional teams.
They are designed to ensure that every touchpoint—whether a broadcast toolkit, a digital rollout, or physical merchandise—speaks with one unified, uncompromising voice across complex, matrixed media ecosystems.
Well Beings: National Health Initiative
The foundational identity system for a multi-year, multi-platform campaign addressing critical health needs across America. The brand architecture centers on a distressed brush-stroke logo that strategically highlights the "we" in "Well Beings," visually signifying human complexity and unity. The guide provides a flexible yet tightly controlled framework for rolling out sub-campaigns across digital, social, and physical promo collateral.
Climate Kitchen:
Lifestyle & Sustainability
A dynamic, organic identity system for a multi-platform series blending plant-based cooking with climate action. The guidelines detail a warm, two-tone color strategy and the integration of expressive brush elements to create an approachable, human-centric tone. The system is designed for broad application, extending the brand’s sustainable message into functional, everyday touchpoints including key art and bespoke merchandise.
Ken Burns Presents: Henry David Thoreau
Developed for prestige, legacy documentary IP, this style guide balances historical authenticity with rigorous modern broadcast standards. Taking visual cues from 18th-century serifs and Thoreau’s own handwritten field notes, the system establishes strict parameters for title treatment scaling, typography, and donor-facing presentation templates, ensuring the film's identity retains its academic and cultural gravitas in all public-facing communications.
View new guidelines currently in development
WETA: Master Brand Architecture
A comprehensive standardization of the flagship WETA brand identity. This master guide establishes the foundational rules for the primary logomark across local, national, and digital platforms. It details strict co-branding protocols and visual hierarchies for partner entities—including PBS, WETA Kids, and the PBS News Hour—serving as the definitive manual for maintaining absolute brand integrity across a massive, multi-tiered broadcast network.