Performance-driven brand systems designed for scale.

Cardinal’s existing brand had grown fragmented as new services, client segments and page types were introduced over the years. The brand refresh was grounded in Cardinal’s data-driven, performance philosophy, while keeping the heritage of the original brand identity.

We built brand patterns and graphic motifs that illustrated the consumer journey, highlighting the paradigm shift from the old idea of a straight-line funnel, to the halo of media touch points that consumers experience today.

After refreshing the core elements of their brand identity with a new visual language, we designed a modular digital system of reusable components providing consistency and adaptability for new use cases. The work prioritized systems over pages, enabling the website to grow without introducing fragmentation or dilution.

The resulting brand and digital system provided Cardinal with a scalable foundation for growth, supporting consistent brand expression across an ever-growing website and multiple digital channels. The system continues to enable new content, services, and vertical expansions without requiring redesign.