objective

The goal of this project was to develop a program name, create a cohesive typeset lockup, and establish the overall art direction for the President’s Club—an innovative rewards initiative designed to celebrate UL Solutions’ top-performing sales professionals.​

DUTIES

Concept, art direction, graphics, design and production.

INSIGHT

The visual identity of the President’s Club program is guided by three core themes: luxury, prestige, and premium. To embody these qualities, I developed a limited color palette centered on Pebble and Midnight Blue, with a gradient applied to enhance the depth of the latter. Existing brand elements—such as abstract illustrations and rules—were elevated through the addition of gradient gold accents, creating a sense of refinement. Möbius graphics were introduced as central, consistent motifs, reinforcing continuity and sophistication. Emotive stock and proprietary photography were incorporated to inspire and energize the sales team. Finally, the program name lockup was set in a condensed typeface, lending an elegant, modern feel that reflects the proud achievements of inductees.​