Varco Pruden
I advanced Varco Pruden's brand revitalization by spearheading the creative direction, refreshing design systems, and implementing the new brand identity throughout the business.
Year in Review
In 2020, I was tasked by the marketing team to lead the editing of a video encapsulating all the updates initiated during the brand refresh. From literature revamps to social media templates, email newsletter enhancements, and the creation of a new website, each project showcased in the video reflects my creative leadership and direction. This video serves as a testament to the innovative approach I brought to driving our brand transformation.
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Design Guidelines
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I created a style guide book for Varco Pruden, utilizing Adobe InDesign to tailor every aspect to their unique brand identity. This comprehensive guide defined typography styles, logo specifications, and color palettes, ensuring consistency and clarity across all materials. Drawing from color theory principles, I selected hues that encapsulate Varco Pruden's essence. The primary colors, Deep Blue and Orange Blaze, evoke reliability, innovation, and creativity, mirroring the brand's commitment to flexible steel solutions. Complemented by Sky Blue as a secondary color, the palette symbolizes trust and professionalism, reflecting Varco Pruden's collaborative approach with builder partners. Each element, from font choices to logo variations, was designed to provide a cohesive framework for impactful branding and design execution across various mediums, tailored specifically for Varco Pruden's vision and mission. View the entire design guideline book here.
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Literature Overhaul
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Revamping over 60 pieces of Varco Pruden's literature, I ensured substantial improvement throughout the project. This involved creating InDesign templates, coordinating with external freelancers to refresh content, ensure design consistency, and align messaging with the new brand identity. The VP Building Solutions brochure is an example of the refresh.
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New Builder Box
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Revamping the welcome kit for new builders, I took the initiative to design a custom solution. Traditionally, a plain box was used, but I infused creativity into this project. The aim was to leave a lasting impression on our new builders, setting a welcoming tone for their journey with Varco Pruden.
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VP Event Presence
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To ensure that builders attending the bi-annual VP Builder Conference were immersed in the new branding, I spearheaded the creation of a suite of booths that represented our refreshed brand identity.
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VP Converge - Forging a Fresh Direction
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Varco Pruden hosts a builder meeting every other year, and leading up to the 2024 gathering; our team embarked on a mission to cultivate an environment where builders could seamlessly immerse themselves in products, ideas, and connections, free from the constraints of a singular theme, which had been done in years past. In response, I proposed a fresh direction: transforming our builder meeting into a user conference. After numerous brainstorming sessions, we settled on VP Converge as the conference's new identity. Collaborating with an external agency, I spearheaded the creative direction and production of various experiential design elements throughout the conference.
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