Project Consulting Group

Project Overview

Originally established in 1998, the brand had seen little visual evolution, resulting in an identity that no longer reflected the company’s capabilities or industry standards. The redesign refreshed the brand with a modern, cohesive visual system while maintaining its established equity.

Sole & Lead Designer

Role

Brand System & Website

Project Type

6 Months

Timeline

JUMP TO VISUALS

VISIT WEBSITE

The Client Challenge

One of the primary challenges was the logo’s inability to adapt across different backgrounds, particularly in partnership settings where a versatile white version was essential. While preserving the recognizable red ball icon and established red and blue color palette was a priority, the objective was to modernize and refine the overall identity into a more cohesive, adaptable brand system that better reflected the company’s evolution.

The Creative Strategy

Rather than reinventing the brand, I focused on identifying the elements that had built recognition over the past two decades and distinguishing them from the aspects that no longer served the company. This strategic approach allowed me to preserve the brand’s strongest visual equity while modernizing the identity with a more flexible logo system, refined visual language, and improved usability across digital, print, and partnership applications. The client was also using a single-page website, which I redesigned to be a multi-page site to improve visibility in search.

Stakeholder Discovery

Because this client came to me with pain points already identified, we moved right into discovery without the need for an audit. The discussion revolved around the client’s goals not only for this project but for the business and prompted the following questions:

How does PCG differentiate itself in the market?
What is the current brand doing well?
What 3 keywords should PCG’s brand system convey?
Where is the most important place the brand will be used?
What materials will require updating once a rebrand is complete?

Mood Boarding

After the discovery phase, the team established a shared direction for a brand that felt more modern, confident, and bold. To support decision-making, I explored three distinct creative directions ranging from a light refinement of the existing identity to a more strategic update, and finally a full rebrand. Following review of each concept, the team aligned on the strategic refresh approach, which included the following:

Refining the primary colors and introducing secondary colors
Modernization of the red ball element
Addition of a brand pattern for visual interest
Strategic use of stock imagery
Use of circles throughout the brand to reinforce the red ball

Brand Guidelines & Logo

From there, I translated the selected strategic direction into a comprehensive brand system designed to ensure consistency and scalability across all applications. This included defining clear guidelines for how the identity should function in practice and establishing standards for logos, color, typography, and photography. By systematizing these decisions early, the guidelines provided a clear framework for consistent execution across every touch point.

Website Redesign

This project was executed in close collaboration with a full-stack developer and UI/UX designer, allowing the website to evolve in parallel with the broader brand refresh. I established the initial visual direction in Adobe Illustrator to ensure the digital experience felt like a direct extension of the new identity system rather than a separate exercise. After the layouts and design language were aligned, the project transitioned into Adobe XD for prototyping, refinement, and developer handoff. This approach supported consistency across digital and physical applications while maintaining an efficient, iterative workflow. The following outlines each phase of the process:

I created a website style guide specifying the styling for H1 – H6 headings, buttons, inline links, forms, and hover functions
The home page was designed for both desktop and mobile and was used as the framework for the 10 additional page templates
All pages were packaged and including the following: a master .ai file, a PDF viewing file, a .xd file, a folder for individually exported graphics, a links folder, and a master development PDF which included notes for the developer specific to each page

Brand Assets Updates

With the website live, the next phase focused on extending the identity system across the organization’s remaining materials. Using the newly established brand standards and website as the foundation, I updated and unified a wide range of digital and print assets to create a cohesive experience across every audience interaction.