RDC
Project Overview
RDC, one of the design studios operating within Common Arts, had grown into a national firm with multiple studios, a broader client mix, and a higher bar for how it needed to show up. The identity and website no longer matched the quality of the work, and internal teams were spending too much time recreating materials. This refresh focused on modernizing the brand while building a system that could scale across proposals, marketing, and digital.
Qualifications Package
RFP Package
Brand Guidelines
Challenge
The visual identity had drifted over time, creating inconsistency across touchpoints and making it harder to compete for premium opportunities. The website felt dated and did not communicate the firm’s story clearly. Teams lacked reusable building blocks, so every new proposal or campaign required reinventing layouts and assets, which slowed output and reduced consistency.
Solution
Built a refreshed brand system rooted in clarity, hierarchy, and repeatable components, then rebuilt the website to reinforce the same structure and tone. Key work included:
• Refined identity elements including logo, typography, and color system for a sharper, more contemporary feel
• Modular templates for proposals, presentations, and social with consistent hierarchy and layout logic
• Motion guidelines and reusable assets supporting digital storytelling and campaign consistency
• Website redesign with flexible content modules and improved long-form project narrative structure
• Governance documentation and usage guidance to keep teams aligned as the system continues to scale
Result
The new identity contributed to a 35 percent increase in signed contracts and supported wins with brands like Nike, Gucci, Rivian, and Erewhon. The site became a stronger inbound channel, ranking on the first page for 200+ relevant keywords. Internally, teams adopted the system quickly and reduced inconsistency across marketing and proposals.
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