Visual Identity System

To reframe ‘medical marijuana’—establishing a new category in a way that would honor the brand's authentic heritage in science, their patient-first focus, and their grounding in the reality of the human experience and response to medical treatments.
Approach & Design Principles

  • Seeing beyond (beyond disease, beyond preconceptions, beyond traditional methods)
  • Expanding the potential (of medicine)
  • Advancing the science (of well-being)

Publiq Group
Visual Identity System


Design an identity system that reflects the true brand personality of Publiq Group and its employees. 
Approach & Design Principles

  • Realizing and implementing the brand’s key design principles into a flexible design system
  • Design Principles: Simple, Compelling, Accessible

Mayo Clinic
Visual Identity System

To create a fresh visual identity system that reflects the personality of the Mayo Clinic brand, while retaining—and reinforcing—some of the it’s equity. Key brand attributes: Confident, Accessible, Optimistic
Approach & Design Principles

  • Focusing on one of Mayo Clinic’s brand promises of “delivering a human experience”, the proposed visual identity system captures the brand’s team-based ethos, and the unique approach of “treating each individual with respect and the personalized attention they deserve”. 
  • The concepts of “Human Experience”, “Personalized attention” translated into an approachable, optimistic design system that uses illustration and color in an unexpected, fresh way for the Mayo Clinic brand.

Guardian Insurance
Brand Identity (Rebrand)
Visual Identity System


Guardian’s brand identity had not been updated or refreshed in a very long time. Its current visual identity does not reflect the brand values and positioning it currently upholds. It is seen as stale, cold, detached, and not relatable.
Approach & Design Principles 

  • Brand concept: “See a Certain Future”
  • The visual identity system uses a graphic device inspired by the redesigned Guardian wordmark to convey the action of capturing “special, sacred moments” in people’s lives and trajectories.

Guardian Insurance - Logo Animation from Raymond Forbes-Schieche on Vimeo.

Brand Identity (Rebrand)


Create brand awareness for Entercom, the corporate brand. Position Entercom as “radio’s spokesperson”, and category leader.
Approach & Design Principles

  • Represent the individual stories that ultimately make up the tapestry of local communities that Entercom serves, in order to convey the “localist” aspect of the brand.
  • The brandmark, an abstracted lowercase e and c, seem to have been created out of a larger "quilt". It is complemented with a dynamic visual system that brings forward Entercom's brand personality—smart, rooted, and gritty—in an unexpected, modern execution.

Entercom (Rebrand Logo Animation) from Raymond Forbes-Schieche on Vimeo.


About Raymond

Raymond is a designer and art director, specializing in Brand and Creative Strategy, and Graphic Design and Art Direction. With a passion for (and a Bachelor's Degree in) film, and as a Designer and Visual Communicator, crafting compelling narratives has always been at the core of what he does.

For over 10 years, he has successfully been able to tell client's stories and solve their business challenges through the power of design—in award-winning, aesthetically-pleasing, and strategically-sound ways.

Some of the clients and brands he has worked with include:

Air Canada, AstraZeneca, AT&T, Bloomberg, CIT Bank, Church & Dwight, Eli Lilly, Entercom Communications, Ernst & Young (EY), Goldman Sachs, Guardian Insurance, ICF International, Johnson & Johnson, Mastercard, Mayo Clinic, Merck, PubMatic, Sanofi, T-Mobile, Univision Communications.

If you’d like know more about the work you’ve seen here, or would like to discuss a new project, please get in touch.

Email: forbes.raymond@gmail.com

Phone: +1 787 310 1807
Capabilities & Services

Brand Strategy

Platform Development
Competitor Analysis
Brand Architecture
Brand Naming
Brand Voice
Creative Strategy

Design Audit
Culture Scan
Color Analysis
Visual Style Expression
& Mood-boards

Brand Design

Logo/Brandmark Design
Identity Systems
Mood-board Workshops
Assets Creation
Brand Toolkits
Brand Guidelines
Brand Books
Brand Experience

Brand Implementation Activation Concepts
Ideation & Consulting

Copyright 2019 ©, Raymond Forbes-Schieche. All rights reserved.