Responsibilities:
Brand Strategy
Creative Direction
Visual Identity Design

Challenge:
Bridgestone Americas needed a unified branding system for its Employee Resource Groups (ERGs) that maintained each group’s unique identity.

Solution:
Developed a cohesive visual system through consultations with all eight ERGs, incorporating Bridgestone’s signature design elements, versatile logos, and a Brand Guide to ensure consistency across future applications.

Execution:

• Consulted with all eight ERGs to gather unique insights and preferences.

• Designed eight cohesive yet distinct logos aligned with Bridgestone’s brand standards.

• Delivered a Brand Guide empowering internal teams to extend the system for new ERGs.

Impact:

• The branding system elevated ERG visibility across presentations, merchandise, recruiting materials, and events. 

• Elizabeth A. Lewis, Executive Director of Brand & Marketing Strategy, praised the project as “an incredible kick-off” to a meaningful relationship, commending the creativity, passion, and professionalism brought to the work.

Why It Matters:

 This project highlights the power of thoughtful branding to unify diverse groups while respecting individuality, creating a scalable solution that aligns with corporate identity.