BRAND
American Technion Society
PROJECT
Building a Brand: Strengthening ATS’s Visual Identity
ROLE
Creative Strategist & Project Lead
Background
ATS had recently completed a partial rebrand that introduced a new logo, color palette, font, and tagline. While it set a strong foundation for the organization’s refreshed direction, there were no comprehensive brand guidelines to ensure consistency across 17 regional offices and multiple marketing channels.
Without a centralized system, teams had to interpret the brand independently. This led to inconsistent color usage, uneven typography, and messaging that lacked cohesion. The creative team also spent valuable time recreating assets from scratch, which slowed production and made brand management inefficient.
We needed to transform an incomplete rebrand into a structured, scalable brand system that could unify how ATS presented itself across the organization and to its audiences.
Need
The organization’s identity was fragmented. The brand had strong elements but no system to sustain them. Each office was producing materials in isolation, and every campaign required unnecessary rework.
We needed to create a framework that made brand consistency easy to achieve, not a burden to enforce. The solution had to be intuitive enough for regional teams to apply confidently while still flexible enough to adapt to local needs and diverse audiences.
Impact
By formalizing the brand, we could strengthen how ATS communicated its mission and modernize its visual presence without sacrificing its legacy. I led the initiative to build a unified brand system in partnership with Studio DBC, ensuring alignment between creative, marketing, and leadership teams.
Our goal was to move beyond design and develop an operational framework—a system that empowered collaboration, improved quality, and reduced inefficiency. The updated identity not only clarified how ATS should look and sound but also defined why its message mattered.to enhance the ATS brand and establish a clear, scalable system that could be used organization-wide.
Creative Execution
Working closely with Studio DBC, we expanded the brand into a complete ecosystem of tools, templates, and guidelines.
A visual identity system established structure for logo usage, color, typography, and layout, resolving previous accessibility and consistency issues.
A messaging framework unified voice and tone across national and regional communications.
A writing style guide provided direction for clarity, inclusivity, and storytelling hierarchy.
A centralized asset library ensured teams could access pre-approved materials quickly and apply the brand correctly.
The design approach balanced structure with flexibility, giving regional teams the ability to adapt creative while maintaining alignment with national standards. The result was a cohesive, professional, and easily adoptable brand system that elevated every campaign and communication.
Results
The launch of the new brand system created immediate impact across the organization:
Consistency: All offices began producing aligned, on-brand materials across digital and print.
Efficiency: Templates and standardized assets reduced production time and freed creative capacity for strategic projects.
Scalability: The system’s flexibility allowed it to grow with new initiatives, ensuring future campaigns could launch faster and more effectively.
Accessibility: Refined color contrast and typography improved legibility and inclusivity across all platforms.
For the first time, ATS had a brand that looked, sounded, and operated as one organization.
Insights
This project reinforced that brand success is as much about structure as it is about design. A strong identity needs systems, not just visuals. By creating a scalable framework and giving teams the tools to use it, we turned brand consistency into a shared practice rather than a top-down mandate.
The result was a more cohesive organization, a stronger external presence, and a foundation that continues to support ATS’s next phase of growth.
CREDITS
Agency partner: Studio DBC