Redefining DSD’s Visual Identity
One of my first tasks at DSD was to modernize and re-establish the company’s visual identity. While I didn’t design the original logo, I created a construction grid and visual standards to ensure consistent use going forward.
With no existing brand guide, I reviewed past materials to identify common visual themes and rebuilt the identity from the ground up—introducing a soft neutral secondary color (#F5F2F0) to move beyond a monochromatic look and bring warmth to the brand.
Business Cards Refresh
Once the visual identity was set, I updated the business cards. The company didn’t want to change print providers, which came with some layout and print limitations, so I worked within those constraints to refine the existing design.
I focused on enlarging key information, improving visual balance, and adding a modern touch with a QR code next to the mission and vision statements to enhance digital accessibility—all while keeping the layout clean and readable.
Banners, Character, and Illustrations
Next, I tackled the company banners. Inspired by both our profession and my animation background, I wanted to bring more personality to the brand. I created an illustrated version of our building, which now acts as a kind of visual mascot—showcasing the firm's character.
That illustration has since become a recurring element in DSD’s visual language, appearing in banners, flyers, the company profile, and even internal/external slideshows.
Icons & Visual Language Expansion
To strengthen the brand’s visual system, I also developed a set of icons to represent our core departments and client sectors. These icons are now used consistently in marketing materials to visually organize content and add clarity.
Proposal Design & Standard Documents
A key part of my role was identifying and going after RFPs and bid opportunities. From there, I was tasked with designing a library of editable documents for our standard proposal package.
While every RFP is different, most follow a similar core structure. I created customizable templates for sections like Cover Pages firm qualifications, project experience, and team bios—built not just for ease of use, but to showcase DSD in the most polished, professional light possible.
cover Pages
