Building a Distinct Brand Within an Established Legacy
As part of the brand stewardship for OnlyProforma, Proforma’s franchise recruitment platform, I led the initial concept and development of the brand identity, beginning with the creation of the logo.
A key direction from leadership was to ensure the identity felt clearly connected to the established Proforma brand while remaining distinct enough to represent a separate business development initiative. Through an iterative process of feedback and refinement, I partnered closely with the CEO to evolve and finalize a mark that balanced brand recognition with differentiation, ultimately communicating growth, opportunity, and credibility. I also guided conversations around positioning, audience perception, and long-term brand scalability.
The final identity established a strong foundation for the OnlyProforma brand and informed the visual direction for subsequent marketing and recruitment initiatives.
Initial Explorations to Define Visual Direction
Iterations Refined Through CEO Feedback and Alignment
Approved Final Logo
Color Strategy:
Using Proforma’s signature colors was a deliberate decision to anchor OnlyProforma within the existing brand ecosystem. This consistency builds trust and familiarity, while the distinct logo execution signals a focused, growth-driven initiative.
Using Proforma’s signature colors was a deliberate decision to anchor OnlyProforma within the existing brand ecosystem. This consistency builds trust and familiarity, while the distinct logo execution signals a focused, growth-driven initiative.
Logo System (Tagline Variations)
Evolving ALICE:
From Standalone Brand to Integrated Solution
From Standalone Brand to Integrated Solution
The original ALICE logo featured a bold, two-tone red shield that conveyed strength and protection, but visually felt heavy and disconnected from the broader Navigate360 brand system. Its standalone aesthetic created a sense of separation rather than integration within the parent brand.
The Challenge: Standalone Identity vs. Brand Ecosystem
Originally developed as a standalone brand, ALICE lacked a clear visual connection to Navigate360, which limited brand recognition and association with the parent company. The identity still felt visually separate, and the relationship was not immediately understood.
The refreshed logo addresses this gap by aligning ALICE more closely with Navigate360’s visual system. By simplifying the mark and integrating brand cues from the parent identity, the new design creates a stronger, more intuitive connection. The result is a cohesive brand experience that reinforces ALICE as part of the Navigate360 ecosystem
It was decided that the red color would not change to maintain ALICE Brand authority and recognition.
As the system evolved, the Navigate360 tagline was introduced into the ALICE logo in key applications to further reinforce brand association. Its implementation followed the established placement and typographic hierarchy of the Navigate360 brand system, ensuring consistency, cohesion, and scalability across the portfolio.
Announcement Video Introducing the New Logo Across Social Media and In-App for Existing Clients
Visual Language Evolution
From Structured Precision to Refined Approachability
The original collateral system leveraged angular layouts, triangular compositions, and sharp edges to convey urgency, structure, and decisiveness—qualities aligned with the brand’s early positioning and messaging needs.
The original collateral system leveraged angular layouts, triangular compositions, and sharp edges to convey urgency, structure, and decisiveness—qualities aligned with the brand’s early positioning and messaging needs.
As the brand evolved, the visual language was refined to better support a more approachable and human-centered tone. The updated system introduces rounded shapes and softened containers, improving flow, readability, and overall user experience.
Alignment with Navigate360 Design System
This evolution also brings ALICE into closer alignment with the established Navigate360 visual language. The use of rounded forms mirrors the parent brand’s design system, creating a more cohesive and unified experience across the portfolio.
This evolution also brings ALICE into closer alignment with the established Navigate360 visual language. The use of rounded forms mirrors the parent brand’s design system, creating a more cohesive and unified experience across the portfolio.
Balancing Authority with Accessibility
While the earlier system emphasized intensity and immediacy, the refreshed approach maintains authority while introducing warmth and accessibility—better reflecting ALICE’s role as both a proactive training solution and a trusted partner.
While the earlier system emphasized intensity and immediacy, the refreshed approach maintains authority while introducing warmth and accessibility—better reflecting ALICE’s role as both a proactive training solution and a trusted partner.
INITIAL DESIGN
LATEST DESIGN
Color System Evolution
From Visual Weight to Strategic Use
The original color application relied heavily on red and grey, creating a visually dense and rigid aesthetic. The updated system introduces a more intentional approach, using ALICE red primarily for headlines and as a controlled accent to improve hierarchy and reduce visual weight across collateral.
The original color application relied heavily on red and grey, creating a visually dense and rigid aesthetic. The updated system introduces a more intentional approach, using ALICE red primarily for headlines and as a controlled accent to improve hierarchy and reduce visual weight across collateral.
Leveraging Recognition in Key Moments
In high-visibility environments such as trade shows, ALICE red is used more prominently to capitalize on existing brand recognition. This strategic amplification helps attract familiar audiences and guide them toward the Navigate360 presence.
In high-visibility environments such as trade shows, ALICE red is used more prominently to capitalize on existing brand recognition. This strategic amplification helps attract familiar audiences and guide them toward the Navigate360 presence.
Bridging Brand Systems Through Color
To create a stronger connection with the parent brand, a gradient from ALICE red to Navigate360 orange was introduced. This transition softens the overall visual language while reinforcing cohesion between ALICE and the broader Navigate360 ecosystem.
To create a stronger connection with the parent brand, a gradient from ALICE red to Navigate360 orange was introduced. This transition softens the overall visual language while reinforcing cohesion between ALICE and the broader Navigate360 ecosystem.
Color Palette
Primary Brand Color
ALICE Red #cf3338
Used for headlines, key messaging, and high-impact moments.
ALICE Red #cf3338
Used for headlines, key messaging, and high-impact moments.
Secondary / Accent
Navigate360 Orange #f15e3e
Used to support calls to action and create warmth within layouts.
Navigate360 Orange #f15e3e
Used to support calls to action and create warmth within layouts.
Gradient Application
ALICE Red → Navigate360 Orange
A transitional gradient used to soften the visual system and connect both brands.
ALICE Red → Navigate360 Orange
A transitional gradient used to soften the visual system and connect both brands.
Neutrals
Dark Grey #54565b
Light Grey #e2e2e2
Used for body copy, backgrounds, and struct ure to maintain readability and balance.
Dark Grey #54565b
Light Grey #e2e2e2
Used for body copy, backgrounds, and struct ure to maintain readability and balance.