One brand.
Every touchpoint.

When I joined iCRYO, the brand already had a logo, typefaces, and a visual reference sheet. That existing identity was the foundation for my work.

I developed and maintained a more complete set of guidelines to help teams apply the brand across print, digital channels, franchise materials, and an expanding service portfolio.

I turned visual references into practical guidance for using the existing identity. Clear-space diagrams and application examples show teams how to preserve the logo’s visibility, proportions, and integrity.

These are complete page extracts from my 2025 brand guidelines, version V25.2. Page numbers are retained so the design decisions can be seen in their original context.

The color guidance specifies how each color functions, from body text to highlights and backgrounds, alongside print and digital values. The typography page assigns heading, body, and accent roles to the existing typefaces.

This makes the guide useful at the point of design: it explains how the ingredients work together.

A useful guide supports the handoff as well as the design. I included file-format guidance for production and examples of how the identity appears across Facebook, Instagram, and Google Business.

The broader system also carries into business cards, letterhead, email signatures, and image direction.

I organized shared visual resources and documented service-specific treatments within the parent brand. A branded icon library supports recurring communication needs, while specialty pages define distinctive palettes and presentation for individual services.

The regenerative medicine page below shows how a magenta palette creates service differentiation while retaining the guide’s typography and layout structure.

I also created adaptable collateral for recruitment, grand openings, passholder programs, and franchise opportunities. Shared typography, imagery, and brand elements carry the identity; designated content areas make room for local details.

These additional application examples include editable location, date, and contact fields alongside sample offer and pricing content.

For the Marietta, Georgia location, I adapted the shared window graphic system to the franchisee’s supplied dimensions and selected services. I created a storefront mockup, then prepared the final artwork for print after the franchisee obtained landlord approval under their agreement.

My role covered window graphic design, mockups, and print-ready file preparation. The franchisee supplied measurements, secured landlord approval, and sourced printing and installation.

The finished guide connects an established identity to clear standards, production decisions, digital applications, and service extensions. Together with the working templates and storefront graphics, it shows how I develop a brand system that supports both national consistency and local communication.