Project Goals

Following the merger of the Aspire and FieldRoutes brands, we needed to unify their separate brand guidelines to reflect a cohesive identity. At the same time, certain areas of the business, such as the website, were being shifted out of the brand team’s oversight, requiring adjustments to the guidelines.

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Solution

We streamlined and aligned the brand systems by creating two cohesive sets of guidelines: expanding Aspire’s to better support its broader scope and refining FieldRoutes’ to reflect a more focused presence. To address Aspire’s limited CTA color options, we introduced two new accent colors to increase design flexibility. We also introduced video branding guidelines for the first time across Aspire, FieldRoutes, and even our parent company.

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My Responsibilities

After the merger, I was placed in charge of both brands. I began with a full audit of Aspire’s branding and identified several gaps, including the absence of a trademark symbol on the logo and a limited color palette for CTAs. After working with legal on the trademark, I updated the logo and refined the tagline placement for better cohesion.

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I oversaw the structure and flow of the updated guidelines and directed my senior designer on execution. Together, we finalized the new CTA colors. I also collaborated with my video editor to build out the first-ever video brand guidelines across our ecosystem.

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Old Guidelines