Reimagining Dolby’s brand architecture, positioning, value proposition, identity, and visual design system. A huge opportunity. Entirely conceived in-house with a small team of 4 designers and 1 strategist, we were asked to take on this creative challenge. Dolby has historically been a B2B brand with marketing primarily focused on product partners and licensees. We were asked to oversee a holistic shift in the company's entire brand identity--emphasising "experience" and targeting a new BTC channel.

The new brand system refreshed Dolby’s master brand and 11 product technology brands across all touch points including brand and design strategy, voice and tone, logo, typography, color, photography, video, motion graphics, iconography, and UI/UX. The refresh included brand localization in 29 languages and was implemented across both owned and partner hardware and digital applications, as well as physical properties around the world. I was in charge of both developing the system as well as establishing the guidelines and toolkits to distribute to partners. This brand refresh is on-going and our team is currently working to evolve the system and toolkits. Below is a snapshot of the extensive amount of work that was produced and continues to be produced. For a more in depth review and case study feel free to email me.