Corporate Affinity Group Identity System
Client: MathWorks
Role: Art Director, Design Lead
Award: 2023 American Digital Design Award (GDUSA) — for Pride logo
The LGBTQ+ Affinity Group at MathWorks requested a new logo and branding to help elevate their visibility and boost engagement. As additional groups began seeking similar creative support, I recognized an opportunity to streamline efforts by developing a unified design system for all affinity group branding. I took the lead on this initiative, creating a scalable and cohesive approach that could adapt to each group’s unique identity while maintaining overall brand consistency.
Although the assets were primarily intended for internal use, we anticipated future external visibility. Taking a systems-based approach from the start helped ensure brand cohesion and eliminated the need for future rework.
Concept
Wordmark: To achieve this, I introduced a standardization of the word length, formatting, and naming conventions that prioritized brevity and impact—ensuring each wordmark used a single, memorable word to create a cohesive and recognizable set. Color and design: Bold, distinctive shapes and a diverse palette—drawn from MathWorks’ brand guidelines—introduced enough variety to differentiate each group while maintaining visual continuity.
Design
Application
