The Challenge

After 30 years with little evolution, LeafGuard needed to reposition its visual identity for a new generation of homeowners. In a category dominated by visually similar home-services brands, the challenge was to create a more distinctive and energetic identity while maintaining the trust and recognition of an established brand.

My Role

As a Brand Designer, I helped shape the visual direction for the rebrand, exploring typography, color, imagery, graphic language, and overall art direction to establish a more vibrant and contemporary expression.

I worked within the broader brand strategy to develop a flexible visual system that could differentiate LeafGuard across marketing, communications, and customer touchpoints while preserving the equity of the existing brand.

Result

Helped transform a 30-year-old visual identity into a more distinctive and contemporary brand system, giving LeafGuard a vibrant visual presence designed to stand apart in a highly homogeneous home-services category.