Pelco Rebrand

As the visual creative lead overseeing Pelco’s global rebrand, I guided a comprehensive transformation to address declining brand perception and recognition in key North American markets. I partnered closely with executives and an external agency from selection through execution, shaping both strategic direction and creative output. Together, we repositioned the brand as “the missing ingredient,” a solution designed to enhance existing security ecosystems and drive stronger partner adoption.

Visually, I led a deliberate break from category norms. In an industry dominated by muted blues and conservative design systems, I championed a bold, high contrast color palette that was unexpected (and perhaps even a little divisive) to create immediate differentiation. I also guided the development of the neon plus sign as a core visual motif to reinforce the concept of the new narrative of “Just add Pelco,” building a flexible system that scales across digital, motion, and environmental touchpoints. Through hands-on direction across typography, layout, and product storytelling, I established a clean, device-centric identity that elevated the brand into a more confident, minimal, and premium expression.