Carlson

Carlson
Brand Extension, Identity system, NAV Expo booth backdrop graphics, Advertising, Brand style guide book

Brand extension – Art direction and design of brand content graphics of the Carlson identity, shown fully in the Style Guide PDF above, Layout design of book, Brand launch ad campaign, and production of materials for print and digital.

Challenges and Results

The challenge here was to totally transform Carlson to a modern construction and communications company. Carlson has been around since they first engineered the structure of the Empire State building. It was my job, as lead designer at Red Advertising, to upgrade their image to a strong full-service building company.  I designed new hard hats, clothing labels, signage, expo booth graphics, stationery, and other collateral items. The result was an exciting new company with a distinct message that attracts the viewer.

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