Challenge & approach
PwC’s Cloud and Digital practice needed a distinct, flexible visual identity that could communicate holistic, business-driven technology consulting while scaling across an ecosystem of offerings. 

I led the design of a modular visual system built around a linework pattern of connected shapes forming an abstract cloud—symbolizing connectivity, transformation, and continual growth. Designed to flex across contexts, the system allows segments to frame imagery or break beyond the form, representing innovation and evolution. 

Result
Initially created for Cloud Academy, the identity was expanded to become the visual foundation for all PwC Cloud and Digital marketing. The final deliverable was a scalable identity applied across Cloud and AI, Cloud Academy, Cloud Engineering, and Cloud Transformation, spanning websites, videos, infographics, print and digital reports, presentation decks, and integrated campaigns. The work unified PwC’s cloud and digital narrative across touchpoints and the annual survey website was recognized with multiple industry awards.

w3 Gold Award–Consulting Website, The Academy of Interactive and Visual Arts, 2023

WebAwards Standard of Excellence Award–Consulting Website, Web Marketing Association, 2023