MY ROLE: CREATIVE DIRECTOR / WRITER / DESIGNER
The goal of this project was to visually align our businesses and deliver more consistent, unified and recognizable communications to both internal and external stakeholders. Patterson had multiple business units all with varying brand positioning and visual systems - so we needed to create a more unified and complimentary brand system that could be scalable as the company grows.
The updated brand standards reflect trends that were identified during a comprehensive audit of the content being created by the internal Creative Services Group over a few years. This exercise illuminated opportunities to streamline our branding across the organization so that we can execute smarter, faster and better content while communicating clearly and concisely. This process included months of internal stakeholder interviews, a comprehensive brand audit and written/visual concepting before we finally landed here.
Full Creative Team: Daniel Anderson, Leslie Delzell & Clair Tyra (Art Directors), Rachel Manz & Trish Santarius (Designers), Jon Minnick & Sarah McNeal (Copywriters)