Pelican - Brand Foundations Book

Problem to Solve
Pelican lacked a clear brand foundation, making it difficult to maintain consistency across teams and channels.

My Approach
I created a Brand Foundations book that defined the brand’s purpose, personality, voice, and core principles, establishing a shared vision for how Pelican should look, sound, and behave.

My Role
I led the project from strategy through execution, creating a foundational reference that aligned teams and guided future brand decisions.

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