Visual Identity+ Website Redesign

Birkman is a company with a rich legacy and a deeply sophisticated product—but its visual identity had become a patchwork of generic corporate styles, lacking a clear voice or a connection to the brand’s unique value.

Our goal was to craft a bold, distinctive visual identity that honored Birkman’s pedigree and showcased the uniqueness of its offering, while resonating with its broad and diverse audience. Starting with Birkman’s four signature colors, we developed a complementary secondary palette—carefully chosen to enhance the originals while preserving the meaning behind each.

Birkman’s reports use geometric shapes to represent needs, interests, and behaviors. These shapes became the foundation of a new visual language—one that’s consistent, dynamic, and deeply connected to the product. Their interactions visually illustrate a core belief of the company: that personality traits intersect in unexpected, often powerful ways.

We applied this new system across all brand touchpoints—from the redesign of Birkman’s website to the creation of sales tools, lead magnets, paid and organic social content, advertising graphics, presentations, and more. The result is a relevant, unified identity that feels both modern and timeless—deeply rooted in the brand’s past while ready for what’s next.