Role: Senior Design Lead and Copywriter
Scope: Brand Identity · Art Direction · Visual System Design · Print & Digital

Overview

I was tasked with creating brand guidelines for a standalone technology product within L3Harris. This included the creation of content, copy and design. Specialized branding was developed to cater to the specific needs and characteristics of AMORPHOUS, which include:

1. Collaborative Effort: The branding was necessitated by the collaborative effort between multiple companies, contributing their expertise and innovation to its creation.

2. Specialized Software Solution: AMORPHOUS is a highly specialized software solution, requiring a tailored branding approach to effectively represent its unique capabilities. As a result, AMORPHOUS has its own identity that reflects its technological agility and the partnership that drives its development. This dedicated branding ensures that AMORPHOUS stands out and is easily recognizable within the market, while also highlighting the collaborative nature of its creation.

 

Challenge

As the lead designer on the project, I was tasked with creating the content, copy, and design for the AMORPHOUS brand guidelines from scratch as there was no existing starting point. The challenge was to develop a distinct visual and verbal identity that reflected the product’s specialized software capabilities, highlighted the collaborative effort across multiple companies, and stood out in the market, all while remaining aligned with overarching L3Harris brand standards.

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Approach

• Strategic Visual System: Developed a cohesive color palette and typography system that clearly differentiated the AMORPHOUS product while maintaining alignment with overarching L3Harris brand standards, ensuring both individuality and corporate consistency.

• Iconography & Visual Language: Designed a comprehensive icon suite that reinforced the product’s bold, technological identity, creating a consistent visual language for use across digital, print, and executive-facing materials.

• Content & Copy Integration: Crafted messaging and design simultaneously, ensuring that the visual identity, language, and tone worked in harmony to communicate AMORPHOUS’ unique capabilities and collaborative nature.

Deliverables

• Brand Guidelines: Comprehensive documentation detailing the visual and verbal identity system, tailored for both commercial and government applications.

• Logo Suite: Refreshed logos with precise proportions and adaptable usage rules to maintain brand integrity across all touchpoints.

• Icon Suite: Complete package of 10 vector icons designed to reinforce the product’s distinctive identity and support a consistent user experience.

• Branded Collateral: Templates and visual direction for print, web, executive presentations, and social communications, providing scalable resources for cross-functional teams.

Outcome

The project resulted in a fully realized, cohesive visual and verbal identity for AMORPHOUS that reflects its specialized capabilities and collaborative development. The unified system provides a scalable framework for all applications—commercial, government, digital, and print—ensuring the product stands out in the market while remaining aligned with L3Harris’ overarching brand. This foundation enables consistent, high-impact communications and strengthens recognition and credibility across audiences.