Branding

A brand only works if the people using it can keep it consistent long after the designer hands it off. These projects — both created for clients of Sard Verbinnen & Co — are about exactly that: turning a logo into a complete, usable brand system, then rolling it across the everyday materials a company runs on. Both are in the energy sector, where the job is to make a technical, credibility-driven industry look clear and confident.

ARM Energy | Brand Guidelines

The goal: ARM Energy, a Houston-based midstream energy company (midstream solutions, physical marketing, and financial hedging), had a logo but not a system — no consistent, credible way for its teams to show up across documents and touchpoints.

My role: At Sard Verbinnen & Co, I was the sole designer on the ARM account, developing a comprehensive brand-guidelines system from the client's existing logo — along with the core applications the company uses day to day: a PowerPoint template, business card, and letterhead.

The approach: I built the color, typography, and usage rules into guidelines clear enough for non-designers to follow and hard to break, then proved the system in practice by designing the stationery and presentation template so everything reads as one confident brand. In a technical, trust-driven sector, the win is clarity and consistency — a brand that looks as credible as the business behind it.

Details: Brand guidelines · PowerPoint template · Business card · Letterhead · Adobe InDesign / Illustrator · Sard Verbinnen & Co · Built from a client-supplied logo

Salt Creek Midstream | Brand Guidelines

The goal: As ARM Energy's subsidiary, Salt Creek Midstream needed its own brand guidelines and materials — connected to the parent, but able to stand on their own.

My role: I was the sole designer on Salt Creek as well, developing its brand guidelines and the same core application set — PowerPoint template, business card, and letterhead — by extending and adapting ARM's brand system for the subsidiary.

The approach: This was brand architecture: keeping a coherent family resemblance across parent and subsidiary while giving Salt Creek enough of its own identity to stand alone, so both companies read as part of one considered whole rather than two unrelated brands.

Details: Brand guidelines · PowerPoint template · Business card · Letterhead · Adobe InDesign / Illustrator · Sard Verbinnen & Co · Extended from ARM's brand system · Client-supplied logo