Accolad — A Brand System Designed to Hold and Expand
A corporate gifting company transitioned from an improvised identity to a structured brand system in 2023. Two years later, the same system supported the launch of a new product line without requiring redesign or visual reset.
Client
Accolad (Yanik Guillemette, Founder)
Sector
Corporate Gifting, B2B Premium Products
Main Market
Canada
Timeframe
2023-ongoing
Engagement
The Vault — Brand Identity System, Afterbranding — Implementation Support, Packaging Architecture
Deliverables
Brand Guidelines, Packaging Design, Website Design, Print Media, Logo Design
The starting point
Accolad entered the market with strong product ambition but limited brand structure.
The identity lacked cohesion.
Packaging presentation was inconsistent.
Digital assets did not support enterprise-level positioning.
The business required structural alignment to compete in higher-value institutional markets.
Objective
The objective in 2023 was to establish a cohesive brand identity system capable of:
Supporting enterprise-level sales
Elevating perceived value
Standardizing packaging architecture
Creating long-term scalability
Eliminating the need for repeated redesign
The system needed to function as a durable foundation — not a temporary refresh
What was built
Phase 1 — Foundation (2023)
The initial engagement established:
Defined brand hierarchy
Structured typography system
Controlled colour logic
Packaging architecture with consistent material and layout standards
Digital and sales presentation alignment
This created a unified premium identity capable of supporting institutional growth.
Phase 2 — Ongoing Expansion (2023–2026)
Following the initial deployment, the system remained active through continued collaboration.
New campaigns, assets, and refinements were developed within the established framework.
The brand functioned as a living system — not a static guideline.
Phase 3 — Product Extension (2025-2026)
Two years after the initial brand build, Accolad introduced a new product experience:
Accolad: The Game.
Rather than reinventing the identity, the new product was developed within the original brand system:
Existing typography hierarchy applied to game components
Established colour logic extended into product packaging
Core visual language adapted without deviation
The system supported expansion without requiring redesign.
Recognition remained intact.
Outcome
Sustained brand consistency over multiple years
Successful extension into a new product category
Preserved brand equity during expansion
Eliminated need for structural rework
Established long-term brand durability
The foundation built in 2023 continued to support growth in 2026.
LONG-TERM PERSPECTIVE
This project demonstrates that brand systems should be designed with longevity in mind.
When properly structured, identity does not require replacement during growth. It evolves within defined parameters.
Accolad continues to operate within the established framework, adding new layers without discarding the foundation.
Next step
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If your brand is growing and starting to feel inconsistent, the first step is to identify where the structure breaks.
"Working with Mariya has been an absolute pleasure! Her creative vision, attention to detail, and dedication to each project make her stand out as a top-tier graphic designer. She effortlessly brings ideas to life, blending her artistic talent with a deep understanding of branding and aesthetics.
From the initial concept to the final product, Mariya is always professional, communicative, and open to feedback, ensuring that the end result not only meets but exceeds expectations. She has a unique ability to translate complex ideas into visually stunning designs that capture the essence of the brand.
Whether it’s designing logos, marketing materials, or web graphics, Mariya consistently delivers high-quality work on time and within budget. Her creativity knows no bounds, and her passion for design shines through in everything she creates.
I would highly recommend Mariya to anyone in need of a skilled, reliable, and visionary graphic designer. She’s truly exceptional."
Yanik G.
Founder, Accolad
Where to start
Not every brand needs the same thing.