I-XL Building Products is Canada’s leading distributor of architectural masonry, offering a broad portfolio of brick, stone, and cladding products.
As the company continued to expand, their marketing leader approached me to develop a more cohesive and systematic brand identity. With the business entering a new stage of growth, there was a clear need to strengthen brand consistency and establish a more structured visual foundation to support future development.
Approach
The client wished to retain the existing logo to preserve brand recognition. Building upon the existing logo, I developed a comprehensive brand guideline system, including an expanded colour palette, typography, visual style direction, and application principles.
This approach ensured the brand maintained its established identity while becoming more structured and scalable for future growth.
