Strong branding is the backbone of how a company shows up in the world — and it never stands still.
BRAND IDENTITYGlobal Brand Standards
Overview
Inconsistency in application of brand guidelines from color to logo usage, spurred a global initiative in 2014 to modernize and unify our visual standards, creating a clearer, more consistent identity across every region.
My Role
Creative Direction: Drove the refinement of our core color system — especially the signature red our industry instantly recognizes; selected typography that works seamlessly across languages, and introduced simple, versatile graphic elements that strengthen recognition when used consistently.
Collaboration: Worked with the Marketing teams around the globe to make sure color builds, typography and usage guidelines checked all the boxes for ease of use.
Outcome
The initiative took just over a year was pushed live in 2015, the system continues to grow as a living document — evolving with our products, our markets, and our future. It has been revisited in 2020 and in 2025 to accommodate logo changes and expanded color palette.
Over time, we expanded our system to include product‑specific color guidance, naming conventions, packaging direction, and visual frameworks that help each product line stand out without breaking the brand. This balance of consistency and flexibility ensures our identity remains strong, scalable, and relevant.
RedZone Promo Site - Shopify
Overview
Lincoln Electric wanted to have an e-commerce site solely dedicated to promo items that anyone in the US could order.
My Role
Creative Direction: Selected similar fonts and color layout to mimic Lincoln Electric’s corporate site. Developed product photography standards and lifestyle aesthetic.
Collaboration: Worked with the digital team to launch the site. Also, worked with vendors on approving logo usage on items as well as creating art for sweatshirts and t-shirts.
Outcome
An on-brand e-commerce experience that allow Lincoln Electric customers to buy branded apparel and accessories.
Logos and Marks
Overview
There are time when other logos are needed to be made that are not master brand related. They may be for internal employee groups, external programs or acquisitions.
My Role
Creative Direction:
Internal/Program logos - Use elements of our brand - fonts or colors to create separate yet aligned marks.
Acquisitions - Selecting a mark or art element from original logo to incorporate into template as companies begin shift to Lincoln Electric family.
Collaboration: Worked with internal employee resource groups, distribution and acquisition teams to make each mark come to life.
Outcome
For internal or program marks - producing an onbrand mark that can be used with the the master brand but does not confuse or complicate.
For newly acquired companies, transitional logos were created to bridge their existing identities with Lincoln Electric’s brand system.
