Lincoln Financial Group Collateral
CLIENT: LINCOLN FINANCIAL GROUP
AGENCY: CARBONE SMOLAN AGENCY
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.