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Lincoln Financial Group Collateral


CLIENT: LINCOLN FINANCIAL GROUP

AGENCY:
CARBONE SMOLAN AGENCY


ROLE:
DESIGNER 


DELIVERY:
DESIGN STRATEGY, BRAND GUIDELINE, DESIGN TEMPLATES, WORKSHOP



Over the course of 7 months, Carbone Smolan Agency worked on a comprehensive redesign of the Lincoln Financial Group collateral system and branding. At the start of the project, we created a design strategy to organize their existing marketing collaterals and separate them into different pillars. These pillars are differentiated visually through a design system that we created and then documented into a brand guideline.  A workshop and training session was also conducted to introduce the new design system to the company’s design team.









All marketing collaterals are divided into 3 pillars, which are visually differentiated by colours, imagery usage and a design system we have created called the “building block.”  







We created a set of different scenarios where the “building block” system could be applied across different shapes and sizes for both digital and printed materials.