Pelican - Graphics Standards Manual

Problem to solve
Pelican’s visual identity lacked a unified system due to decades of work produced by multiple teams and agencies. This resulted in inconsistent application of core brand elements across channels, reducing clarity and recognition at scale.

My Approach
I created a comprehensive brand standards system built from a full audit of historical and current creative. The work focused on rebuilding structure at a foundational level, defining precise rules for how the brand is constructed and applied across every touchpoint, including logo usage, color, typography, layout grids, iconography, and photography direction across studio, white background, and environmental contexts. Unlike the Pelican Products Brand Essentials book which was created in tandem, and establishes tone and high-level principles, this document functions as a detailed operational system for execution, designed to be bulletproof for any future designer, marketer, or creative to make consistent decisions across marketing and product. Every element of the system is grounded in concept and strategy, ensuring that execution always traces back to clear intent rather than interpretation.

My Role
I led the initiative end to end, from research and system design through final documentation, in close partnership with the Art Director. I aligned cross-functional stakeholders across marketing, sales, product, and leadership to ensure accuracy and adoption. The result is a 100+ page technical standards system that operationalizes the brand and ensures consistent execution across all applications.

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