Winston is a privately owned benefits administration, enrollment, and employee engagement communications company with more than 30 years of experience. They deliver customized digital benefits solutions that help streamline the administrative demands of human resources managers. With long-standing brand heritage, top talent, and a reputation for unparalleled service, Winston came to my agency to rebrand and reposition the company within the industry, aligning its visual and verbal presence with the strength of its reputation.

For this 360º rebrand initiative, I worked with the marketing team to analyze the competition, conduct internal surveys and interviews, and review the company’s full range of marketing materials. These findings helped uncover opportunities to reposition the brand and were then built into the broader brand framework.

I was responsible for using that framework to guide the design concept for the rebrand. Our team developed multiple creative directions and presented them to the client for review.

The logo and wordmarks were a team effort, and I took the lead on the surrounding identity system and brand applications. This included the color palette concept and conversions, typography lockups, stock photography direction, theme graphic concepts, iconography direction, case study flyer concept, website theme concept, presentation templates, and chart and graph treatments.

Once the direction was approved, I built out a full suite of brand deliverables, including brand and trade show videos, a case study template, corporate basics such as business cards, envelope, letterhead template, and social graphics, along with an email signature, iconography library, one-pagers, pocket folder, PowerPoint template, exterior and interior building signage, t-shirt, and website.

Finally, I created a comprehensive 50-page brand guidelines document covering usage information for everything from logo rules to color, typography, photography, and more.