Project Highlight
Lynx Rebrand
As Lynx expanded through strategic acquisitions and sharpened its focus on aerospace and defense, the company needed a brand that reflected its new direction. As the in-house Creative Director, I led the creative vision for a company-wide rebrand, partnering with executive leadership and an external agency to transform a 35-year legacy brand into a modern identity built for the future.
From strategy and identity development to implementation and governance, I directed every phase of the initiative, ensuring the new brand united four organizations under a single visual and verbal system while preserving the trust and credibility Lynx had built over decades.
Defining the Brand Strategy
The project began with a comprehensive brand audit, evaluating the existing identity, newly acquired companies, customer perception, and long-term business goals.
Working closely with executive leadership, product marketing, and agency partners, I helped define the strategic foundation of the new brand—clarifying our positioning, refining our messaging, and developing the visual direction that culminated in our new tagline: Seize the Edge.
The result was a brand built to communicate innovation, resilience, and leadership within the aerospace and defense industry.
Creative Direction
Logo Identity
The project began with a comprehensive brand audit, evaluating the existing identity, newly acquired companies, customer perception, and long-term business goals.
Working closely with executive leadership, product marketing, and agency partners, I helped define the strategic foundation of the new brand—clarifying our positioning, refining our messaging, and developing the visual direction that culminated in our new tagline: Seize the Edge.
The result was a brand built to communicate innovation, resilience, and leadership within the aerospace and defense industry.
Building Organizational Alignment
To build company-wide ownership, I led an internal feedback initiative involving employees across engineering, product, sales, HR, customer success, legal, marketing, and executive leadership. Their perspectives helped validate the direction while ensuring the new identity respected Lynx's legacy and resonated with the people representing the brand every day.
Brand System
Beyond the logo, I helped establish a comprehensive visual system that could scale across every customer touchpoint.
This included:
Strategic color palette
Typography system
Custom iconography
Graphic treatments and illustration style
Photography direction
Brand guidelines and governance
Every component was designed to create a flexible, recognizable system that supports both highly technical communications and modern marketing experiences.
Brand Rollout
Once the identity was finalized, I led the rollout across the organization's marketing ecosystem, ensuring a consistent experience across every platform.
The new brand was implemented across:
Corporate website and landing pages
Digital advertising campaigns
Social media
Sales collateral
Product marketing materials
Presentation templates
Business stationery
Trade show and event experiences
Internal communications
Working across marketing, product, sales, and executive leadership, I helped establish processes and tools that enabled teams to adopt the new identity quickly and consistently.
Impact
The Lynx rebrand unified four organizations under a single enterprise identity and established a scalable design system that continues to support marketing, product, sales, and customer communications.
More than a visual refresh, the project repositioned the company for its next stage of growth—strengthening its presence within aerospace and defense while creating a cohesive brand experience across every customer touchpoint.
