Acora engaged us to establish a clear visual identity and formal set of brand guidelines alongside their ‘Long Live the XLA’ campaign. With no existing brand system in place, the work needed to provide a strong foundation that could support internal communications and future global rollout.

Role & Responsibility

I worked as a designer and owned the project end-to-end, collaborating closely with the creative director to define the visual strategy and overall approach. With no prior guidelines to build from, I was responsible for shaping the core identity, establishing its rationale, and translating that thinking into a practical, usable system.

Approach & Constraints

Working from limited existing campaign assets, I developed the core identity elements, including typography, colour usage, and layout principles, to support consistent application across touchpoints. In the absence of a brand guardian, the system was refined to reduce ambiguity and perform reliably across formats, teams, and future use cases.

The Outcome

The final guidelines formalised Acora’s visual identity for the first time, providing a clear reference for internal teams and future campaigns. The system established a foundation that could be confidently used without direct oversight, enabling consistent brand expression as the organisation scaled.