As a visual designer at Lazarus, I oversaw the refinement and expansion of the company’s brand identity through a systematic, principled approach. The work centered on establishing a cohesive visual structure and typographic discipline, consistent alignment logic, and clear rules for hierarchy and spatial organization.

Typographic explorations included adjustments to kerning, tracking, line-height, and scale, resulting in a rhythm that could remain stable across all applications. Paragraph rags, alignment conventions, and heading structures were formalized to create predictable, repeatable patterns that reinforced the integrity of the brand.

The existing color system was expanded through testing accessible color pairings, contrast ratios, and harmonious combinations, ensuring the palette functioned both aesthetically and practically. The logo was also refined—its spacing, proportions, and clearspace were refined to create a more balanced and resilient mark. All of these decisions were documented with precise guidelines designed for use by both designers and non-designers.

These standards were then applied across a range of projects: white papers, social content, event backdrops, and a universal deck system used company-wide. Each execution served as a demonstration of a unified brand language. One that was built on clarity, consistency, and a respect for form.