The CMO at PAS approached me to lead a comprehensive rebranding initiative for the company. I designed all key brand touchpoints and launched the new identity, which was met with positive feedback from leadership, investors, analysts, and customers. Shortly after the launch, I designed and branded their first major event, which, according to the CMO, directly facilitated the company’s immediate acquisition—with the rebrand playing a pivotal role.
PAS had an existing brand that had served them for many years, but with new products and offerings, they needed a refreshed, modern brand identity that would revitalize the connection with their audience. The old logo didn't accurately represent PAS, was outdated, and lacked impact. There was no cohesive product branding, and brand assets were inconsistent. Additionally, the website had a dark, outdated aesthetic and was underperforming.
