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Clearbell Brand Guideliens
Refining how new employees and partners use the brand across digital and print marketing material.
Clearbell, a real estate fund management and advisory firm, had outdated 60+ page brand guidelines that failed to ensure consistency across digital and print materials. I redesigned the guidelines, creating a streamlined primary document and a concise cheat sheet, making the brand easier to understand and apply. This showcase page highlights my approach.
Research
Visual Design
Photoshop
Figma
Before
After
I redesigned Clearbell’s graphic mark, used as a stamp across digital and printed marketing materials. To ensure consistency, I established spacing rules based on the size of the letter “e” within the mark and increased the stroke weight to give it greater presence. I also introduced clear usage guidelines, restricting applications to either three lines of text alongside the logo or three lines matching the logo’s size. These rules were documented in both a concise cheat sheet and the refined brand guideline.
The final brand guidelines spanned 16 pages, detailing the use of colour, logo, graphic mark, and typography. A clear layout, colour palette, and typographic structure were established to ensure consistency across every page. To extend the brand identity, the outline of the graphic mark was applied as a background pattern throughout the document.
"Lawrence took on the challenge of reviving Clearbell’s brand guidelines and did an excellent job from start to finish. He brought clarity and structure, refining the typography, colour palette, and usage rules into a coherent identity. The handover was exceptionally professional with every detail documented."
Jonathan Burrows
Freelance Senior UI Designer
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