In consultation with Petrus and my work on a research-driven brand strategy, I developed and created a Visual Identity Platform that provides structure, guidance, and consistency for all client experiences and communications that come from Petrus—in person, on the phone, and online.
Furthermore, this platform provides a clear, shared understanding of Petrus’ purpose and how to employ it to improve the business. This document serves as the foundation of the Petrus brand and its corresponding facets and are meant to guide all future branding and marketing decisions.
Petrus’ Brand Purpose is a spark of momentum for the everyday inventor with a defining point of difference as “an inventor’s trusted friend.” As a result, I created interconnected shapes to represent trust, loyalty, and innovation. The lines and shapes within the wordmark also support these three areas with an extra emphasis on connectivity.
In creating and designing the Petrus Visual Identity Platform, I started with research and strategy to develop their:
- Objectives for Brand Strategy and Design
- Visual Guiding Attributes
- Target Audience
I placed a strong emphasis on the brand by developing the Petrus:
- Character Persona
Also, I developed and created the Petrus brand guidance on logo usage, core colors, typography, and photography. The final objective that I achieved with this brand work was a Social Media Guidelines booklet. This booklet included Petrus’ Social Media:
- Organic Audience
- Areas of Expertise
- Photography Guidelines
- and Caption Guidelines.