Abt Internal Brand Refresh — Proof of Concept
Role: Visual Designer / Brand Strategist
For this internal project, I developed a proof of concept for a potential brand refresh aimed at modernizing the company’s visual identity. I began by reviewing employee surveys and existing market research to understand internal perceptions, brand sentiment, and competitive positioning. Using those insights, I developed a refreshed visual direction aligned with current design trends and the company’s evolving values.
The proposed concept included updated color palettes, typography, and tone-of-voice applications for both digital and print assets. While the company ultimately decided not to move forward with implementation, the project strengthened internal understanding of the brand’s visual potential and helped inform future creative strategy.
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