Overview & the challenge
When I joined Lazer, its visual identity needed stronger direction and consistency. There was no unified understanding of who Lazer was, leading to inconsistent logo use, messaging and design across global markets.
My goal was to establish a clear, cohesive brand identity that resonated internally and externally, and ensured consistency across every brand application.
My approach
- 01 Understanding the landscapeGathered qualitative insights from internal staff and external brand managers across distribution offices before making any changes.
- 02 Defining the identityRan internal creative workshops to define market positioning, brand values and imagery guidelines.
- 03 uilding the brand bookDocumented mission, vision, values, visual identity and tone of voice into a practical, accessible guide.
- 04 Embedding the cultureUsed the brand book to onboard every new agency and creative. Mission and vision produced as large wall graphics at Lazer's HQ entrance in Mechelen, Belgium.
Inside the brand book
"Alexi was a pleasure to work with, very communicative and professional. He established a new level of brand identity and content creation while at Lazer."— Kellie Parsons, Marketing Director, Madison and Sportline
The outcome
Lazer’s identity is now clearly defined, with all teams and partners working from the same foundation. The brand book became the go-to resource for anyone working with Lazer and is a living part of the company culture.
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