Cognizant Visual Identity Evolution
Refining a Global Brand System
As part of Cognizant's Brand Strategy team, I partnered with stakeholders across the organization to evolve and strengthen the company's global visual identity system. Rather than pursuing a complete redesign, the initiative focused on refining existing brand assets, improving consistency, and creating a more scalable foundation for future growth.
Over the course of a year-long engagement, I collaborated with cross-functional teams to evaluate the effectiveness of the existing visual identity and identify opportunities for improvement across color, typography, patterns, imagery, layouts, data visualization, and brand governance. The work required balancing creative innovation with the realities of a global organization, ensuring recommendations could be adopted across teams, regions, and channels.
Key contributions included refining the color system to improve accessibility and usability, expanding data visualization standards, evolving graphic patterns and brand elements, strengthening layout principles, and contributing to a comprehensive visual identity framework designed to guide future brand decisions.
Throughout the engagement, I worked closely with brand leaders, creative teams, and stakeholders to align recommendations, facilitate discussions, and build consensus around a shared vision for the brand. The result was a more cohesive and adaptable visual identity system that strengthened consistency while providing greater flexibility for future applications.
My Contributions
Visual Identity System Evolution
Creative Direction & Design Leadership
Stakeholder Collaboration & Alignment
Accessibility-Focused Color System Refinement
Pattern & Graphic System Exploration & Development
Typography & Layout Standards
Data Visualization Frameworks
Brand Governance Support
Visual Identity Framework Development
Global Brand Asset Refinement
Brand Guidelines Refinement
Services
Brand Consulting • Creative Direction • Team Leadership • Hands-On Design Explorations • Design and Visual Identity Systems • Brand Governance
Lead creative partners (and some of the best humans on the planet):
Nertil Muhaxhiri, Deepyellow
Luisa Collazo, Cognizant
