Graphics Standards Manual

Pelican

 

As Pelican’s Art Director, I helped identify a long-standing visual disconnect across the brand, stemming from decades of sales-driven, military-focused operations. Recognizing the need for a cohesive visual identity to engage new consumers, I helped conduct a full brand audit and developed a comprehensive system to unify Pelican’s visuals.

I art directed and helped design a 100+ page brand book that provides clear guidelines for consistent execution across all touch points, enabling the company to present a modern, coherent identity while staying true to its legacy. This system positions Pelican to better connect with direct-to-consumer audiences and ensures visual consistency for years to come.

 
 
 
 
 
 

Pelican’s brand ethos had become unclear, with market positioning lacking definition. Decisions were often driven by opinion and control rather than intention. Our goal was to apply a design-led approach to guide Pelican’s brand campaigns with purpose and clarity.