MY ROLE
I oversaw the entire development of the brand guidelines—from initial stakeholder workshops through final art boarding, documentation, and photoshoot brief—ensuring every element consistently reflected Russo Leadership’s core values: Identity, Alignment, and Impact.
CHALLENGE
Russo Leadership’s previous guidelines were overly restrictive and no longer aligned with Nayli Russo’s vision for a stronger, more approachable brand tone. We faced a condensed timeline, delivering in just a few intensive weeks what typically takes several months, all while integrating existing brand assets into a more dynamic, future-oriented identity.
PROCESS
The project began with a discovery workshop and audit to identify core values and creative opportunities. We refined the primary “R” icon and created flexible logo lockups. We then established a dynamic color palette, gradients inspired by "moments in time," typography standards, and an expansive icon set with a unique Spirograph-inspired pattern. Finally, we standardized applications across business cards, social media, and website headers, and developed a detailed photoshoot brief for cohesive brand storytelling.
OUTCOME
Russo Leadership’s updated brand guidelines successfully achieved a cohesive, vibrant identity reflecting Nayli Russo’s ambitious vision. The Russo Leadership team expressed exceptional satisfaction, noting how the refreshed visual approach effectively enhances and communicates the company's core messages, positioning them powerfully and approachably for years ahead.
