While at WD Partners, a retail design and architecture firm for national multi-unit brands, I was the lead designer in the effort to evolve the company's visual identity. The WD logo ultimately remained untouched, but the primary and secondary color palettes were refined, a handwritten typeface was created to complement the brand's primary typeface, and graphic elements were developed to further expand the visual brand assets. Guidelines for the type of marketing photography that could be used were also established. All internal and external company materials were subsequently redesigned, samples of which can be viewed below.