Accolad: Premium Corporate Gifting
I re-architected Accolad’s brand, transforming it from a startup MVP into a scalable system that gave them the authority to confidently close high-value institutional client
Client
Accolad (Yanik Guillemette, Founder)
Sector
Tech
Main Market
Canada
Timeframe
2023-ongoing
Project Type
The Vault, Brand Operating System, Scale Architecture
Deliverables
Brand Guidelines, Packaging Design, Website Design, Print Media, Logo Design
Executive Summary
The Problem: Accolad's DIY brand was a business liability. It lacked the credibility required for enterprise sales and was impossible to scale, creating vendor chaos and eroding trust with each new touchpoint.
The System Deployed: A "Vault Full" identity transformation was executed. We installed a cohesive, rule-based system for Accolad's identity, packaging, and digital assets, designed for vendor-readiness and scalable execution.
The Business Outcome: The new brand system eliminated guesswork and provided the founder with the tools to pursue larger contracts. It established the premium authority needed to move upmarket and escape the "boutique" perception trap.
The Diagnosis
A Brand That Couldn't Scale with Ambition
Accolad’s core business liability was a brand that didn't match the premium quality of its service. This resulted in three critical failures:
Credibility Gap: A DIY logo and inconsistent visuals undermined the sales team during pitches to high-value institutional clients, making the company appear less established than it was.
Vendor Chaos: Without a centralized brand book or production-ready files, every print run and marketing campaign was an improvisation, costing significant time, money, and consistency.
Manual Improvisation: The lack of a scalable system meant the brand couldn't grow without the founder's constant, hands-on intervention, creating an operational bottleneck.
The System
From Brand Confusion to a Unified Architecture
This wasn’t a rebrand; it was the installation of a high-performance brand operating system.
Unified & Authoritative Identity: I refined the core logo and engineered a scalable color palette and typographic hierarchy. This immediately signaled the credibility required for corporate sales cycles.
Modular Packaging System: I designed a flexible, rule-based packaging experience, including production-ready dielines. This ensured perfect vendor consistency and allowed the team to scale their product offerings without agency bottlenecks.
Digital & Physical Cohesion: I unified all touchpoints by delivering cohesive assets for the website, digital ads, and social media, ensuring the brand presented a single, authoritative front to the market.
The ROI & Outcome
A System Built for Independent Growth
The new brand system is a business asset that runs on logic, not guesswork. With the Vault System in place, Accolad’s team finally has a brand that scales with their ambition.
The sharpened, professional identity gives the sales team the tools and confidence to pursue and close the larger institutional contracts they were previously unequipped for. The clear, vendor-ready guidelines have eliminated production chaos, saving time and ensuring a consistent, premium customer experience every time.
The brand now runs on logic, not guesswork. With the Vault System in place, Accolad’s team executes independently across products, platforms, and partners without daily direction or style drift. They finally have a brand that scales with their ambition.
"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
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