Logo Redesigns & Brand Systems

Brand Cover

A logo is rarely the real problem. Most brands don’t need a new mark — they need clarity, consistency, and a system that supports growth.

Role

Brand Strategy & Identity Design Lead

Responsibilities:

  • Logo redesign / brand mark development 
  • Brand-usage guidelines & collateral templates 
  • Collaboration with stakeholders and in-house teams

Quick Metrics

  • Brand guides + logo system development 
  • Logo redesigns with refreshed collateral
  • Print + digital assets prepared for all redesigns

Featured Logo Redesign

Monarch (Direct Cremation)
Logo Redesign | Brand Refresh

Challenge: Monarch’s original logo was built quickly for internal use — never intended to face families. When the parent company decided to position Monarch as a consumer-facing brand, the mark had to earn that trust. The new identity needed to communicate care and professionalism from first impression.

Result: A complete brand refresh, ready for rollout across every touchpoint.

  • Scalable icon variants, wordmark
  • Applications: digital, print
Before and After: Monarch logo
Monarch Collateral Pieces: Letterhead, Folder, Business Card, Name tag

From Logo to Full Brand Execution

These engagements started with a logo and grew into something bigger — brand systems deployed across print, digital, and advertising.

Project #1: Sun City Center Funeral Home

Logo Redesign & Full Brand Rollout

What began as a logo redesign expanded into full brand execution across every print and advertising touchpoint the business uses to reach families.

Scope of Work:

  • Logo redesign
  • Branded collateral & stationery
  • Printed collateral (brochures, flyers, signage)
  • Advertising creative (print and digital)
Before and After: Sun City Center Funeral Home logo
Sun City Center Ads
Sun City Center Collateral
Project #2: Edwards Memorial

Logo Redesign & PMax Ads

A focused logo refresh that extended into campaign-ready assets — including networking materials and a video ad built for Google Performance Max.

Scope of Work:

  • Logo redesign
  • Branded collateral
  • Open House event collateral
  • Advertising creative (digital)
Edwards Memorial Logo Redesign
Edwards Memorial Exterior Brochure
Edwards Memorial Interior Brochure
Edwards Memorial Pricing Posters
Edwards Memorial Open House Collateral

Brand Systems & Guidelines

California Alliance for Community Composting


Logo Refresh | Brand Guide (new)

The Challenge

The non-profit came to me for a brand guide, but during the audit I identified a contrast accessibility issue in the original logo — the colors were too close in value to meet readability standards. I flagged it, proposed a solution, and delivered both.

CACC Brand Guide Cover and Pages

Result

A cohesive brand guide covering:

  • Logo usage do’s and don’t’s
  • Primary and secondary accent colors
  • Font pairings and use
  • Image selection guidance (internal library and stock)