Challenge

Establish a consistent, scalable brand identity for Learn Scuba Chicago that could guide internal teams, vendors, and agencies ensuring clarity and cohesion from day one while the brand was still in its MVP stage.

Approach

Led the development of a lightweight brand standards guide, defining core visual elements including logo usage, color palette, typography, and iconography style. Created flexible visual directions and templates for vendors and agencies to ensure consistency across digital, print, and experiential, while keeping the system simple enough to scale as the brand evolved.

Outcome

Delivered an MVP brand standards system that provided immediate clarity for internal teams and external partners, ensuring consistent representation of Learn Scuba Chicago. The guide and visual directions established a foundation for future brand expansion while reducing friction in production and collaboration.