Verizon
Global brand identity refresh for Verizon that launched in June 2024. Designed in collaboration with Turner Duckworth SF and Verizon.
The new identity is an open and flexible system that enables the
brand to speak to different audiences and engage with culture.
The glowing “sun” V embodies energy, connection and power and reflects back on Verizon’s name—a portmanteau of veritas and horizon.
Combined with bold typography, the new photography celebrates empowered
individuals, free to express and enjoy themselves out in the world.
The vibrant color palette driven by red and yellow infuses the brand with energy and youthfulness.
Monotype designed a custom cut of Neue Haas Grotesk in 3 weights.
“Verizon is a strong, trusted brand that plays a critical role in people’s lives, but most of what we do is often invisible and behind the scenes. We want to make the invisible, visible.”
—Verizon CMO, Leslie BerlandThrough personalized plans, the brand empowers consumers
to choose how they want to be entertained and connected.
Dynamic graphic patterns further extend the brand
language while allowing for maximum flexibility.
Updated signage at Verizon’s flagship store in NYC.
The V lettermark also becomes a portal into the world of
Verizon by highlighting all of the things Verizon has to offer.
The refresh was also applied across all of Verizon’s B2B segment as well,
incorporating different color palettes and visual patterns.
The scalable identity is also flexible enough to include holiday campaigns, collaborations and brand activations.
Agency:
Turner Duckworth SF
Client:
Verizon
Sector:
Tech, B2B/B2C
Type:
Brand Identity
Position:
Senior Designer
What I Did:
Logo Design
Visual Identity
Graphics Creation
Apparel Design
B2B Design
Brand Research
Team:
Hans Vestberg, CEO, Verizon
Leslie Berland, CMO, Verizon
Ricardo Aspiazu, SVP Creative, Verizon
Chris Garvey, ECD
Jared Britton, CD
Dan Kennington, CD
Oliver Lo, DD
Katie Barger, Sr. Designer
Matt Knight, Sr. Designer
Bennett Wantz, Designer
Eli Walters, Designer
Michael Bagnardi, Designer
Daphne Huang, Designer
Monotype
Press:
Ad Age︎︎︎
Adweek︎︎︎
Fast Company︎︎︎
USA Today︎︎︎
MSN︎︎︎
Turner Duckworth SF
Client:
Verizon
Sector:
Tech, B2B/B2C
Type:
Brand Identity
Position:
Senior Designer
What I Did:
Logo Design
Visual Identity
Graphics Creation
Apparel Design
B2B Design
Brand Research
Team:
Hans Vestberg, CEO, Verizon
Leslie Berland, CMO, Verizon
Ricardo Aspiazu, SVP Creative, Verizon
Chris Garvey, ECD
Jared Britton, CD
Dan Kennington, CD
Oliver Lo, DD
Katie Barger, Sr. Designer
Matt Knight, Sr. Designer
Bennett Wantz, Designer
Eli Walters, Designer
Michael Bagnardi, Designer
Daphne Huang, Designer
Monotype
Press:
Ad Age︎︎︎
Adweek︎︎︎
Fast Company︎︎︎
USA Today︎︎︎
MSN︎︎︎
Challenge:
Reposition Verizon in a way that better reflects Verizon’s current position as a contemporary media brand while also preserving its heritage and showcasing all of its current product offerings. As a data, content and network provider, how can we make the invisible, visible?
Insight:
During consumer testing, there was 99% brand recognition but only 30% of people were able to recognize the existing checkmark icon that was designed by Pentagram as belonging to Verizon. This told us we needed to find a new symbol that Verizon could own.
Solution:
We updated the entire brand identity by creating a flexible design system that emphasized the idea of “connection” throughout all of the different brand expressions. We replaced the existing monochromatic wordmark and check icon with an updated glowing ‘V’ lettermark and vibrant color wordmark that injected the brand with life and better captured the contemporary power, energy and universal reach of the brand. The flexibility of the lettermark also speaks to the personalized and customizable nature of the brand for consumers and businesses alike.
A complete visual overhaul for both the consumer and business arms included new graphic patterns, typefaces, color palettes and photography styles while still remaining grounded in the brands roots of Swiss Modernism.
The new identity is also flexible enough to be used for seasonal campaigns, collaborations and activations and premiered with Verizon’s collaboration with Barbie for the 2024 holiday season.
Pulling inspiration from the company’s heritage, the new identity celebrates individuals and speaks to the contemporary energy and personal experience of everything Verizon offers as a leading technology and media provider in the 21st Century.
Result:
The new mark and identity was launched globally across the entire Verizon brand in June 2024 and injects new life, energy and flexibility into a brand that had become outdated, unrecognizable and constrained. The identity attracted significant online chatter and attention from several major media outlets.
Reposition Verizon in a way that better reflects Verizon’s current position as a contemporary media brand while also preserving its heritage and showcasing all of its current product offerings. As a data, content and network provider, how can we make the invisible, visible?
Insight:
During consumer testing, there was 99% brand recognition but only 30% of people were able to recognize the existing checkmark icon that was designed by Pentagram as belonging to Verizon. This told us we needed to find a new symbol that Verizon could own.
Solution:
We updated the entire brand identity by creating a flexible design system that emphasized the idea of “connection” throughout all of the different brand expressions. We replaced the existing monochromatic wordmark and check icon with an updated glowing ‘V’ lettermark and vibrant color wordmark that injected the brand with life and better captured the contemporary power, energy and universal reach of the brand. The flexibility of the lettermark also speaks to the personalized and customizable nature of the brand for consumers and businesses alike.
A complete visual overhaul for both the consumer and business arms included new graphic patterns, typefaces, color palettes and photography styles while still remaining grounded in the brands roots of Swiss Modernism.
The new identity is also flexible enough to be used for seasonal campaigns, collaborations and activations and premiered with Verizon’s collaboration with Barbie for the 2024 holiday season.
Pulling inspiration from the company’s heritage, the new identity celebrates individuals and speaks to the contemporary energy and personal experience of everything Verizon offers as a leading technology and media provider in the 21st Century.
Result:
The new mark and identity was launched globally across the entire Verizon brand in June 2024 and injects new life, energy and flexibility into a brand that had become outdated, unrecognizable and constrained. The identity attracted significant online chatter and attention from several major media outlets.
Scratch Away
Scratch Away is an evergreen campaign for the Illinois Lottery’s scratcher tickets that captures the fun and excitement of playing the lottery. Designed in collaboration with Dentsu Creative USA.
Previous Campaign
The campaign and updated color palette was an inspired evolution of the brand’s original 12-Ray sunburst and the previous “Get It” brand campaign.
The Lockup
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Design System
The design system allowed for easily customizable and flexible layouts without sacrificing brand recognition.
Animation
OOH
For more flexiblity, the 3D type treatment can additionally be applied to headlines and combined with photogrpahy as well.
The idea of Scratch Away is that all the fun and excitement is hiding just below the surface and all you have to do is just scratch away.
Social
The campaign and visual language was extended across both digital and physical touchpoints.
OLV End Card
Holiday Campaign
Agency:
Dentsu Creative
Client:
Illinois Lottery
Sector:
Gambling, B2C
Type:
Campaign
Position:
Art Director
Sr. Designer
What I Did:
Art Direction
Logo Design
Visual Identity
OOH
Social Media
OLV Storyboards
Team:
Michael Straznickas, ECD
Dave Reger, ECD
Todd Brusningham, GCD
Zulema Orozco, GCD
Daniela Montanez, CD
Luz Gonzalez, CD
Tori Dubray, Copywriter
Ryan Mason, Strategy
Tracey Wong, Sr. Designer
Illinois Lottery
Dentsu Creative
Client:
Illinois Lottery
Sector:
Gambling, B2C
Type:
Campaign
Position:
Art Director
Sr. Designer
What I Did:
Art Direction
Logo Design
Visual Identity
OOH
Social Media
OLV Storyboards
Team:
Michael Straznickas, ECD
Dave Reger, ECD
Todd Brusningham, GCD
Zulema Orozco, GCD
Daniela Montanez, CD
Luz Gonzalez, CD
Tori Dubray, Copywriter
Ryan Mason, Strategy
Tracey Wong, Sr. Designer
Illinois Lottery
Challenge:
Illinois Lottery approached us to create a new 360° evergreen campaign for their Instants “scratcher” tickets segment. Sales were down and they wanted a bold, visual approach similar to their previous campaigns to attract attention and re-excite people about Instants tickets.
Insights:
• Players love the act of scratching, it’s tactile, real and immediate.
• Players are positive people who believe in karma.
• Playing Instants opens up conversations about peoples hopes, dreams and futures...if they win.
• They’re spontaneous people who love the experience and excitement of scratching.
Solution:
Based on our strategic insights and working in collaboration with the client, account managers, strategy and the design team, I created a loud, colorful 3D lockup exploding from the ticket to capture the fun and excitement that people have playing the scratchers. Informed by the insight that people love the physical act of scratching, a large graphic “reveal” became the foundation of the lockup.
The lockup was typeset in Publica Play—a bold, rounded sans serif that gave depth to the 3D letters. The bright color palette was inspired from their existing brand “rays” and previous “Get It” campaign. The colors also represent the emotions behind the game—energy, excitement and anticipation.
The campaign was motion driven with an animated “scratch away” revealing the lockup complete with spinning coins and shooting stars.
The design system can be customized for special events and holidays by changing the color palette and 3D graphics while still maintaining the overall visual integrity.
Results:
My concept was selected by the team as one of the 2 final options to be pitched to the client but ultimately they decided not to pursue any of the options presented.
Illinois Lottery approached us to create a new 360° evergreen campaign for their Instants “scratcher” tickets segment. Sales were down and they wanted a bold, visual approach similar to their previous campaigns to attract attention and re-excite people about Instants tickets.
Insights:
• Players love the act of scratching, it’s tactile, real and immediate.
• Players are positive people who believe in karma.
• Playing Instants opens up conversations about peoples hopes, dreams and futures...if they win.
• They’re spontaneous people who love the experience and excitement of scratching.
Solution:
Based on our strategic insights and working in collaboration with the client, account managers, strategy and the design team, I created a loud, colorful 3D lockup exploding from the ticket to capture the fun and excitement that people have playing the scratchers. Informed by the insight that people love the physical act of scratching, a large graphic “reveal” became the foundation of the lockup.
The lockup was typeset in Publica Play—a bold, rounded sans serif that gave depth to the 3D letters. The bright color palette was inspired from their existing brand “rays” and previous “Get It” campaign. The colors also represent the emotions behind the game—energy, excitement and anticipation.
The campaign was motion driven with an animated “scratch away” revealing the lockup complete with spinning coins and shooting stars.
The design system can be customized for special events and holidays by changing the color palette and 3D graphics while still maintaining the overall visual integrity.
Results:
My concept was selected by the team as one of the 2 final options to be pitched to the client but ultimately they decided not to pursue any of the options presented.
Überliss
Previous Branding
Inspiration
Explorations
Logo
To preserve brand equity and recognizability, we opted to retain and slightly modify the existing custom wordmark.
To ensure visual contast, the wordmark was placed inside a frame by using lowercase and opening up the tracking. Adjustments were also made to the diacritical marks for visual uniformity. The new emblem allows for more flexibility while retaining the character of the original logo.
To ensure visual contast, the wordmark was placed inside a frame by using lowercase and opening up the tracking. Adjustments were also made to the diacritical marks for visual uniformity. The new emblem allows for more flexibility while retaining the character of the original logo.
Website
The responsive website prioritized usability and functionality through clean, grid-based design and typography.
Typography & Color
LL Brown is a contemporary, geometric, sans serif by Lineto and was chosen for its legibility and elegant sophistication.
A black and white color palette introduced an elevated high fashion aesthetic and a timeless stylishness.
A black and white color palette introduced an elevated high fashion aesthetic and a timeless stylishness.
The Patterns
Using paint, I created a series of handmade patterns. The patterns have a playful rebelliousness and the viscous nature of the paint also reflected the nature of the products themselves.
Using paint, I created a series of handmade patterns. The patterns have a playful rebelliousness and the viscous nature of the paint also reflected the nature of the products themselves.
The System
Keeping all the typography within a left justified fixed frame, the interchangeable patterns were used to define each separate product line. This flexible system was designed to be customizable for future releases, allowing the brand to grow and expand.
The Maintenance Collection
The Keratin Collection
The Bond Collection
Social
Print & Collateral
Tradeshow
![]()
Advertising & OOH
For the campaign, stylish and minimal art directed photography placed emphasis on the products and patterns.
Brand Guidelines
Agency:
FormNation
Client:
Überliss
Sector:
Health & Beauty, B2C
Type:
Brand Identity
Position:
Lead Designer
What I Did:
Logo Design
Pattern Design
Website Design
Print Design
Package Design
Visual Identity
Brand Guidelines
Team:
Jan Habraken, CD
Lotte Van Velzen, AD
Rachael Elle, Graphic Designer
Alissia Melka-Teichroew, Styling
Lisa Klappe, Photography
Press:
Computer Arts Magazine
Brand Magazine
The Dieline︎︎︎
Wallpaper︎︎︎
Graphic Design USA︎︎︎
iDN︎︎︎
FormNation
Client:
Überliss
Sector:
Health & Beauty, B2C
Type:
Brand Identity
Position:
Lead Designer
What I Did:
Logo Design
Pattern Design
Website Design
Print Design
Package Design
Visual Identity
Brand Guidelines
Team:
Jan Habraken, CD
Lotte Van Velzen, AD
Rachael Elle, Graphic Designer
Alissia Melka-Teichroew, Styling
Lisa Klappe, Photography
Press:
Computer Arts Magazine
Brand Magazine
The Dieline︎︎︎
Wallpaper︎︎︎
Graphic Design USA︎︎︎
iDN︎︎︎
Challenge:
Überliss specializes in creating products that deliver amazing shine, softness, and silkiness all while showcasing exotic and natural ingredients with the help of cutting edge research. They approached us to develop a complete brand refresh that would better reflect how their products make their customers feel confident, bold and stylish while also reflecting core brand values of honesty, rebelliousness, youthfulness and vibrancy.
Additionally, the different product lines in the brand all needed to be unique with the ability to easily expand and grow in the future.
Insight:
The company has its origins in the Brazilian haircare industry, where smooth and straight hair is a beauty ideal. The word Überliss means “Super Smooth.”
Solution:
Retaining the original wordmark to preserve existing brand equity and recognition, the logo was slightly modified and placed inside of a frame.
The new identity and package designs are centered around a flexible graphic system that is primarily driven by a mix of bold, hand-painted patterns designed for maximum visual impact and pop on the shelf.
Inspired by what each product does for the hair, while also speaking to the organic and viscous nature of the product itself, they cover both the brand’s salon-only and white-bottled consumer line of products. The patterns were designed as a flexible system that could grow and evolve as the brand added new product lines in the future.
LL Brown is a contemporary, geometric sans by Lineto and was chosen for its legibility and elegant sophistication. The black and white color palette communicated an elevated high fashion aesthetic and timeless stylishness.
Stylish and minimal art directed photography placed emphasis on the products and patterns.
Results:
The new visual identity embodies the core ideals of the brand and customer while also differentiating itself from the competition. The identity was successfully implemented across the entire brand with significant YoY increases in website conversions, revenue and site traffic.
Überliss specializes in creating products that deliver amazing shine, softness, and silkiness all while showcasing exotic and natural ingredients with the help of cutting edge research. They approached us to develop a complete brand refresh that would better reflect how their products make their customers feel confident, bold and stylish while also reflecting core brand values of honesty, rebelliousness, youthfulness and vibrancy.
Additionally, the different product lines in the brand all needed to be unique with the ability to easily expand and grow in the future.
Insight:
The company has its origins in the Brazilian haircare industry, where smooth and straight hair is a beauty ideal. The word Überliss means “Super Smooth.”
Solution:
Retaining the original wordmark to preserve existing brand equity and recognition, the logo was slightly modified and placed inside of a frame.
The new identity and package designs are centered around a flexible graphic system that is primarily driven by a mix of bold, hand-painted patterns designed for maximum visual impact and pop on the shelf.
Inspired by what each product does for the hair, while also speaking to the organic and viscous nature of the product itself, they cover both the brand’s salon-only and white-bottled consumer line of products. The patterns were designed as a flexible system that could grow and evolve as the brand added new product lines in the future.
LL Brown is a contemporary, geometric sans by Lineto and was chosen for its legibility and elegant sophistication. The black and white color palette communicated an elevated high fashion aesthetic and timeless stylishness.
Stylish and minimal art directed photography placed emphasis on the products and patterns.
Results:
The new visual identity embodies the core ideals of the brand and customer while also differentiating itself from the competition. The identity was successfully implemented across the entire brand with significant YoY increases in website conversions, revenue and site traffic.
Hello Spring
I collaborated with L.A. fashion brand GUESS? on their 2015 Hello Spring global marketing campaign.
The Typeface
Based off their existing brand typeface Futura, the angles of the equilateral triangle in the iconic GUESS emblem were appropriated in the terminals of the letterforms by rotating the logo in 45 degree increments.
The subtle but noticeable changes
allowed for maximum usability at both
large and small sizes.
allowed for maximum usability at both
large and small sizes.
The Campaign
The typeface was used for the different campaign slogans.
Website
Social
Advertising & OOH
In-Store
Campaigns
The typeface was used for several more GUESS? campaigns.
Agency:
Studio B
Client:
GUESS?
Sector:
Fashion/Retail, B2C
Type:
Campaign
Typeface
Position:
Lead Designer
What I Did:
Typeface Design
Print Design
Retail Design
OOH
Team:
Paul Marciano, ECD
Rob Chong, CD
David Belmere, Photography
Sergio Bautista, Camera / Editing
Studio B
Client:
GUESS?
Sector:
Fashion/Retail, B2C
Type:
Campaign
Typeface
Position:
Lead Designer
What I Did:
Typeface Design
Print Design
Retail Design
OOH
Team:
Paul Marciano, ECD
Rob Chong, CD
David Belmere, Photography
Sergio Bautista, Camera / Editing
Challenge:
Founded in 1981, GUESS? is a globally recognized fashion brand known for it’s youthful, sexy and adventurous image as well as its iconic ad campaigns featuring high-profile models. GUESS? wanted to create a custom typeface that reflected their brand values of young, sexy and timeless and that could also be used on their website and for their marketing campaigns.
Insight:
The GUESS? triangle badge logo is iconic and highly recognizable by the public.
Solution:
I collaborated with GUESS? to create a custom typeface in five weights that could be used for their global ad campaigns and on their e-commerce website. Based off their existing brand typeface Futura—a geometric sans serif by Paul Renner—the angles of the equilateral triangle in the iconic GUESS emblem were appropriated in the terminals of the letterforms by rotating the logo in 45 degree increments. The final result was an elevated, unique and custom typeface that GUESS? could own. Highly usable, the subtle but noticable changes worked well at both small and large sizes. The campaign and typeface premiered internationally in retail stores and on their website as part of their 2015 "Hello Spring" global campaign featuring model Gigi Hadid.
The 2015 “Hello Spring” campaign featured photographs of model Gigi Hadid taken in Malibu, California. Reflecting the season, a soft, pastel, watercolor type treatment was applied to the typeface and used on the website and for the in-store window displays.
Alternate glyphs and puncutation contained triangles in the diacritical marks further extending the brand language in a playful and signature way.
Results:
The typeface premiered in Spring 2015 on the global brand e-commerce site and in the “Hello Spring” global ad campaign. The typeface was featured for several years throughout different GUESS? campaigns and commercials across a range of print and digital touchpoints.
Founded in 1981, GUESS? is a globally recognized fashion brand known for it’s youthful, sexy and adventurous image as well as its iconic ad campaigns featuring high-profile models. GUESS? wanted to create a custom typeface that reflected their brand values of young, sexy and timeless and that could also be used on their website and for their marketing campaigns.
Insight:
The GUESS? triangle badge logo is iconic and highly recognizable by the public.
Solution:
I collaborated with GUESS? to create a custom typeface in five weights that could be used for their global ad campaigns and on their e-commerce website. Based off their existing brand typeface Futura—a geometric sans serif by Paul Renner—the angles of the equilateral triangle in the iconic GUESS emblem were appropriated in the terminals of the letterforms by rotating the logo in 45 degree increments. The final result was an elevated, unique and custom typeface that GUESS? could own. Highly usable, the subtle but noticable changes worked well at both small and large sizes. The campaign and typeface premiered internationally in retail stores and on their website as part of their 2015 "Hello Spring" global campaign featuring model Gigi Hadid.
The 2015 “Hello Spring” campaign featured photographs of model Gigi Hadid taken in Malibu, California. Reflecting the season, a soft, pastel, watercolor type treatment was applied to the typeface and used on the website and for the in-store window displays.
Alternate glyphs and puncutation contained triangles in the diacritical marks further extending the brand language in a playful and signature way.
Results:
The typeface premiered in Spring 2015 on the global brand e-commerce site and in the “Hello Spring” global ad campaign. The typeface was featured for several years throughout different GUESS? campaigns and commercials across a range of print and digital touchpoints.
Verloop Knits
Brand identity refresh for Verloop Knits—an innovative, contemporary, D2C, knitwear brand that creates unique accessories by infusing traditional knits with unexpected details, materials and industrial techniques. Designed in collaboration with FormNation Design.
Inspiration
Visual Explorations
Logo
The redesigned, rounded, monoline,
custom wordmark communicated a soft,
playful, friendliness and contemporary
innovation without being pretentious.
Like the products themselves, the “infinity loop” brand icon reflects the continuous nature of a knitted piece of fabric.
The Pattern
A tactile brand pattern was created to mimic the texture of knitted fabric.
Color & Typography
The bold and cheerful color palette was informed by the colorful yarn used in the products.
Konigsberg is a rounded, monoline typeface that communicated a sense of softness and visual uniformity when used as a pattern.
Konigsberg is a rounded, monoline typeface that communicated a sense of softness and visual uniformity when used as a pattern.
Website
The website featured a modular grid based design that focused on clear navigation, functionality and ease of use.
Print
The branding system was unified across print and digital touchpoints including social, packaging and OOH ads.
Social
Package
Advertising & OOH
Letting the products speak for themselves, the campaign used pattern, color and photography to tell the brand story.
Agency:
FormNation
Client:
Verloop Knits
Sector:
Fashion/Retail, B2C
Type:
Brand Identity
Position:
Lead Designer
What I Did:
Logo Design
Visual Identity
Website Design
Package Design
Animation
Brand Guidelines
OOH
Team:
Jan Habraken, CD
Lotte Van Velzen, AD
Rachael Elle, Graphic Designer
Alissia Melka-Teichroew, Styling
Lisa Klappe, Photography
FormNation
Client:
Verloop Knits
Sector:
Fashion/Retail, B2C
Type:
Brand Identity
Position:
Lead Designer
What I Did:
Logo Design
Visual Identity
Website Design
Package Design
Animation
Brand Guidelines
OOH
Team:
Jan Habraken, CD
Lotte Van Velzen, AD
Rachael Elle, Graphic Designer
Alissia Melka-Teichroew, Styling
Lisa Klappe, Photography
Challenge:
Verloop Knits approached us because the brand was disconnected and they needed a brand identity refresh to unify their brand language across all touchpoints and better reflect the spirit and nature of their products.
Insight:
Verloop means “process” in Dutch.
Solution:
Informed by their products, I designed a new custom, rounded, monoline wordmark that communicated softness and friendliness. Woven into the logo, the two O letterforms were also joined to represent a circular, “infinity loop” brand mark that is symbolic of a continuous piece of thread.
The brand typeface is Konigsberg—a soft, monoline typeface that was chosen for its visual uniformity when used as a pattern and as a counterpart to the wordmark.
A typographic brand pattern was created to represent the weave and tactile nature of the products while the cheerful and bold color palette was informed by the innovative and colorful spirit of the brand and products.
Results:
The new identity was successfully implemented across the entire brand ecosystem and resulted in significant increases in site traffic, conversions and YoY e-comm revenue.
Verloop Knits approached us because the brand was disconnected and they needed a brand identity refresh to unify their brand language across all touchpoints and better reflect the spirit and nature of their products.
Insight:
Verloop means “process” in Dutch.
Solution:
Informed by their products, I designed a new custom, rounded, monoline wordmark that communicated softness and friendliness. Woven into the logo, the two O letterforms were also joined to represent a circular, “infinity loop” brand mark that is symbolic of a continuous piece of thread.
The brand typeface is Konigsberg—a soft, monoline typeface that was chosen for its visual uniformity when used as a pattern and as a counterpart to the wordmark.
A typographic brand pattern was created to represent the weave and tactile nature of the products while the cheerful and bold color palette was informed by the innovative and colorful spirit of the brand and products.
Results:
The new identity was successfully implemented across the entire brand ecosystem and resulted in significant increases in site traffic, conversions and YoY e-comm revenue.