My role was centered around taking the core identity from CGH and turning it into a design system that felt robust and scalable. I selected new typefaces, created clearer hierarchy and set layout principles that brought consistency to everything from social graphics to on-site event environments.

Rebuilding from the ground up created the ideal moment to introduce a new visual system. I shaped the approach to typography and colour, defining how we select and use photography and setting best practices for visuals living across the ATP ecosystem.