As Creative Director, I designed a new facet system for the brand refresh, building it from the hexagons in Guy Carpenter’s logo and refining the angles for balance on the page.
The facets work alongside a shared family of logotypes, typefaces and color spectrums. Together, they represent innovation and forward momentum, attributes that trace back to the founding of Guy Carpenter and are deeply rooted in the company’s DNA.
Once the system was established, I used it to design and build new templates for thought leadership, marketing collateral, event signage and interactive graphics. The goal was to maximize the impact of client-facing material and create a distinct visual presence, leading Guy Carpenter into the future.
In 2018, we developed the Turning Risk into Success campaign, using the system as the foundation for the creative.
COMPANY:
Guy Carpenter
ROLE:
Creative Director,
CATEGORY:
Branding, Strategy, Design
