Milwaukee County Brand Kit

MILWAUKEE COUNTY BRAND KIT — THE CHALLENGE: Milwaukee County lacked a formally codified brand system, resulting in inconsistent visual communication, editorial practices, and asset usage across departments. The organization needed a cohesive framework that could unify communications while supporting a modernized public identity. — APPROACH: As Graphic Communications and Brand Manager, I developed Milwaukee County’s first comprehensive brand kit, beginning with an institutional audit of existing communications, visual patterns, and organizational behaviors. The initial guidelines established foundational standards for visual identity, editorial voice, terminology alignment, and asset governance through a suite of tools including brand guidelines, editorial standards, a plain language guide, terms-of-use guidance, and an online brand portal. The system was designed to evolve over time, which later enabled a seamless transition to a refreshed and more modernized brand identity, including the rollout of a modernized organizational logo and updated visual assets. — IMPACT: The brand system helped establish a more recognizable, trusted, and cohesive public identity across County communications. Within approximately 9 months, the framework achieved broad adoption across all departments and created a scalable foundation for consistent messaging, design execution, and long-term brand evolution.
↑Back to Top