B&G Brand Evolution & Guideline Development
As Senior Designer I was tasked with evolving the previous Brand Book into a streamlined, actionable design system that empowers consistency across teams, regions, and media—while reinforcing B&G’s core values of precision, performance, and passion for sailing.
Old Vulcan Print Advert
Old Zeus 3S Print Advert
Old Zeus 3S Web Banner
Old Vulcan Web Banner
The Challenge
The 2020 Brand Book was narrative-rich but lacked the structure needed to translate brand essence into design outputs. With limited typographic rules, no defined graphic system, and loosely applied imagery guidelines, the brand suffered from inconsistent asset execution. This was especially problematic across a global marine market where visuals must function clearly at sea, in retail environments, and in technical print formats. The lack of executional direction also made it difficult for external vendors and internal teams to maintain consistency.
The 2020 Brand Book was narrative-rich but lacked the structure needed to translate brand essence into design outputs. With limited typographic rules, no defined graphic system, and loosely applied imagery guidelines, the brand suffered from inconsistent asset execution. This was especially problematic across a global marine market where visuals must function clearly at sea, in retail environments, and in technical print formats. The lack of executional direction also made it difficult for external vendors and internal teams to maintain consistency.
The Solution
I led the development of the 2022 B&G Brand Guidelines - a comprehensive, modular design system that turned brand storytelling into brand standards. This process involved auditing the original brand materials, identifying gaps, and designing new systems to bridge them. This resulted in a fully structured design document that covered:
I led the development of the 2022 B&G Brand Guidelines - a comprehensive, modular design system that turned brand storytelling into brand standards. This process involved auditing the original brand materials, identifying gaps, and designing new systems to bridge them. This resulted in a fully structured design document that covered:
Logo usage and lockups (including strapline alignment, minimum sizes, exclusion zones)
Expanded colour palette with clearly defined primary and secondary tones, use limits, and tint/gradient rules
Typography system built around the Kanit family, with rules for headers, body copy, digital vs. print, and symbol usage
Graphic elements like the B&G Line and Marine Data Figures, providing functional visual assets that link product and brand
Photography principles organised by audience (Leisure, Enthusiast, Professional) and emphasising directionality, realism, and water textures
Alongside the guideline creation, I also redesigned the full suite of campaign materials using the new visual language.The Outcome
The 2022 B&G Brand Guidelines delivered a transformative shift in how the brand is visually communicated. By translating the emotive narrative of the 2020 brand book into a precise, scalable design system, I enabled greater consistency across all touchpoints—from print and digital campaigns to retail and internal communications. The updated guidelines empowered both internal teams and external partners with clear, actionable rules, streamlining creative workflows and reducing ambiguity in execution. The refreshed visual identity elevated the brand’s premium positioning, enhanced audience targeting, and aligned every asset with B&G’s reputation for performance, trust, and innovation. As a result, the new guidelines were adopted globally and now serve as the definitive standard for all brand and marketing materials.
The 2022 B&G Brand Guidelines delivered a transformative shift in how the brand is visually communicated. By translating the emotive narrative of the 2020 brand book into a precise, scalable design system, I enabled greater consistency across all touchpoints—from print and digital campaigns to retail and internal communications. The updated guidelines empowered both internal teams and external partners with clear, actionable rules, streamlining creative workflows and reducing ambiguity in execution. The refreshed visual identity elevated the brand’s premium positioning, enhanced audience targeting, and aligned every asset with B&G’s reputation for performance, trust, and innovation. As a result, the new guidelines were adopted globally and now serve as the definitive standard for all brand and marketing materials.
B&G Brand Guidelines 2022
B&G Catalogue 2022
New Zeus 3S Web Banner A
New Zeus 3S Web Banner B
