amfAR needed a flexible design system to better manage its brand.
While Pantone is known by graphic designers for it’s color-matching system, it is also known by those in the textile business for an entirely different system and by a third group of design-savvy (but not necessarily creative professional) consumers for its product design. The new positioning and identity speak to all three groups. The new identity helps position Pantone as a source of inspiration. The new brand line is “The color of ideas.” At the same time, my team worked to launch new products and other materials that fit within the new positioning like Huey.← Back to All Work
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