Problem

Open Window Productions had been using the same visual identity for over a decade. While the brand still held recognition, it had become inconsistent and less effective in modern digital spaces. Multiple typefaces were being used across materials, creating a lack of cohesion, and the logo itself had legibility issues, especially at smaller sizes and on screens.

The challenge was to modernize the brand without losing the core identity that made it recognizable. The new system needed to feel current, energetic, and streamlined while still reflecting the company’s focus on storytelling and perspective.

Process

I started by auditing the existing brand to identify inconsistencies and areas of friction. From there, I focused on defining a clear visual direction that balanced familiarity with evolution.

The “window” concept, central to the brand’s philosophy, became the anchor for the redesign. Rather than replacing it, I refined it—introducing sharper geometry, improved proportions, and a more intentional structure.

From that foundation, I built out a complete visual system:

  • Redesigned logo and expanded logo system for flexibility across formats

  • Refreshed color palette that modernized the core blues while increasing contrast

  • Unified typography system to ensure consistency across all touchpoints

  • Custom icon set to support storytelling and visual clarity

  • Website visual updates to align with the new direction

  • Updated print materials and marketing collateral

  • New PowerPoint templates for internal and client-facing presentations

The rollout was completed in approximately two months, with a focus on creating assets that were not only visually strong but also practical for everyday use.

Outcome

The new identity brings clarity and consistency to Open Window Productions’ brand. The updated system feels modern and cohesive, with improved legibility and stronger visual impact across digital and print applications.

By refining rather than replacing key elements, the brand remains recognizable while better reflecting the company’s current positioning. The flexible system allows the team to maintain consistency moving forward, while still giving them room to adapt across different types of content and platforms.

This project highlights the balance between evolution and recognition—keeping what works, improving what doesn’t, and building a system that supports long-term growth.