INDUSTRY:
PROFESSIONAL SERVICES
CLIENT:
KPMG
YEAR:
2022
EXPERIENCE:
BRAND SYSTEMS
KPMG Illuminate
About.
KPMG Illuminate needed a distinctive identity within one of the world’s most established professional services brands—something capable of communicating innovation, collaboration and emerging ideas while remaining unmistakably KPMG.
I led the design direction for the visual system, developing a signature imagery language built around hyper-saturated soap-film forms—a visual metaphor for the convergence of ideas, technology and creative thinking.
The visual language
The signature imagery became the anchor of the system. Cropped at scale against deep KPMG blues and black, the fluid forms created a recognizable visual device that could shift across horizontal, vertical and square formats without losing its identity.
Building the system
The identity expanded from signature imagery into a complete campaign system designed to work across digital, presentation and experiential environments. I established the composition, typography, color and image relationships that allowed the Illuminate language to remain recognizable across formats—from large-scale displays to the smallest digital touchpoints.
The system was then translated into production-ready assets and templates for global use, including two complete PowerPoint presentation systems designed to give internal teams the flexibility to build within the identity while maintaining visual consistency.
DELIVERABLES: Signature imagery · Visual identity system · Imagery guidelines · Campaign creative · Digital advertising · E-communications · Teams environments & banners · Social media assets · Favicons & digital touchpoints · Experiential displays & posters · Internal collateral · PowerPoint presentation systems · Production templates
The challenge wasn’t creating something that looked innovative. It was building a visual language that could feel distinctly Illuminate while still belonging unmistakably to KPMG.
Darren Cava
Brand Designer
