Brand Identity Web & Digital Assets — Agency: Michael Marshall Design
Smart Solutions, Smarter Brand
A brand refresh aligning a decade of client equity with a modern identity, translating a trusted reputation into a structured system for brand clarity, consistency, and long-term growth.
Project Highlights:
Delivered 100% of project milestones on time and within scope
Managed a 5-person cross-functional team, including design and development consultants
Produced 10+ branded deliverables spanning digital and print applications
Created a 30+ page brand guideline
Secured follow-up work through ongoing client partnership
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Chaise Group LLC, a government and commercial management firm based in Washington, D.C., with 21+ clients including the DC Government and USDA.
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Client Representative, Creative Director, Creative Services Director, two Senior Designers, and a Web Development Consultant
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Brand audit and positioning strategy
Logo refinement and overhaul brand identity
Brand guidelines and documentation
Website redesign and content coordination
Business cards, collateral, and digital assets
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Directed a multi-disciplinary design team through concept development, client review, and final delivery
Managed project timeline, resource planning, and stakeholder communication
Led presentations and strategic conversations with Chaise’s leadership team
Delivered all milestones on schedule, aligning deliverables with project goals
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The engagement commenced with a comprehensive brand audit to asses Chaise Group’s existing visual assets, verbal identity, and consistency across all client-facing materials. While the organization maintained a functional logo and website, it lacked a cohesive and scalable brand system to support long-term growth and stakeholder alignment.
Leveraging insights from the audit, we developed a refreshed brand identity that honored the company’s established presence while introducing a modernized visual language. The updated identity proposed a bold geometric elements, refined typography, and a color hierarchy designed to improve clarity, flexibility, and adaptability across both digital and print media.
To ensure consistency moving forward, we produced a detailed brand guidelines document spanning over 30 pages. This guide outlined strategic messaging, visual identity principles, and technical specifications for asset usage—serving as a reference for future implementation across platforms and mediums.
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All project milestones were met on schedule and within scope
The refreshed brand was used across platforms and continues to be used as the basis of recent brand updates
The client re-engaged our team for additional work; including event materials and the creation of RFP Response templates
