Pelican - Brand Foundations Book

Problem to solve
Pelican’s identity had become fragmented across years of creative output from multiple teams and agencies. While the brand was strong, there was no shared foundation defining how it should consistently look, sound, and behave, making alignment difficult across channels and teams.

My Approach
I developed a Brand Foundations book that establishes the core principles of the Pelican brand. Built from a deep review of the company’s history and existing creative, the work distills key themes into a clear framework for identity, tone, and visual direction. The goal for this book was to create a high level, but unified reference that aligns teams and provides a consistent foundation for all brand expression, without going into detailed execution rules.

My Role
I led the creation of the Brand Foundations book end to end, partnering closely with the Art Director and cross-functional stakeholders. I translated historical brand signals and internal input into a cohesive system that defines the brand at a strategic level. The result is a guiding document that establishes clarity, alignment, and consistency across the organization.

Creative Direction: Josh McLeod
Art Direction: Ryan Baczek
Production: Vannie Ly