BURKE, INC. COMPREHENSIVE REBRAND

RICH HISTORY: FROM OBSTACLE TO ASSET
Rooted in nearly 100 years of market research experience, Burke appealed to a more traditional client base, but was struggling to attract faster-moving, high-growth companies looking for a cutting-edge partner. To signal this new methodology shift, Burke executed a comprehensive rebrand. I collaborated cross-functionally to the rebranding effort from concept to implementation, and served as Lead Designer for the holistic brand rollout.

President: Diane Surette
Creative Director: Eric Scheer
Marketing Director: Megan Pokrywka

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LEADING THE CHARGE
As Lead Designer, I partnered with Burke senior executives and insights firm Seed Strategy to translate the selected Modern History platform into a cohesive visual language. I co-facilitated brand workshops with activities such as archetyping and competitive analyses to define tone, differentiation, and brand guardrails.

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CREATIVE DIRECTION
Nailing down these key criterion fueled visual identity development where my role in the process took front seat — including a refreshed logo and color palette, elevated photography, premium typography, and minimalist iconography. At this stage, I partnered with creative strategists from Seed Strategy, Burke senior leadership, and junior designers to implement a visual identity that embodied the ideal tone and character identified in initial assessments.

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