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Some brands are built around a logo. MCHN was built around a man. Nick Lavery — Green Beret, above-the-knee amputee, the first Special Forces operator to return to combat after that kind of loss — didn't start a fitness company. He built a philosophy. My role was to extend that philosophy into something new: Readiness. A sub-brand built from nothing, designed to carry the same weight as the name it lived under.
• 2h
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Amazing work!
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Your brand guidelines were broken before AI touched them.
Everyone's panicking about AI generated content going "off-brand." Entire companies are being built to solve this problem. 43% of marketers say their biggest headache is keeping AI outputs on-brand.
But your brand was already off-brand.
Before ChatGPT. Before Midjourney. Before any of it.
Your sales team was writing emails that sounded nothing like your website. Your product team was shipping UI that contradicted your marketing. Your CEO was posting on LinkedIn in a completely different voice than your brand deck.
The problem was never AI. The problem is that most brand guidelines are a 100 page PDF that nobody reads, built by a designer who never talked to sales, approved by a CMO who left 18 months ago.
AI didn't break your brand consistency. It just made the inconsistency impossible to ignore because now there are 10x more touchpoints moving 10x faster.
The fix is building a brand system that actually works on real surfaces such as your website, your product, your outbound and not just in a Figma file nobody opens.
That's what we build at Bright Studios. The brand identity AND the website, shipping together. Because a brand that doesn't live on surfaces doesn't live at all.
Just wrapped up one of my favourite projects recently for EnergyCentral's brand refresh and I am OBSESSED with how this direction has come together
Final creative dropping soon but for now here is a teaser of one of the many creative concepts that I created early on.
Still love the overall vibe of this one. Some styling made it into the final though!
This is sooo STUNNING
It's been a while since I was active so thought I'd start off by sharing one of my recent branding projects which started out as a can design for a quick collab and spiralled into creating a whole brand world! Let me know your thoughts!
Brand DesignGraphic DesignPackaging DesignAdobe IllustratorAdobe PhotoshoppackagingdesignexpertsKittlbranding
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