OpenGov / Studio 2G

I led the brand launch for Studio 2G, a sub-brand under OpenGov and Atlantic Media Group. Sub-brand work is tricky. You need to create something that has its own personality while still feeling connected to the parent brand. Go too far in either direction and you end up with something that either looks like a knockoff or feels like it belongs to a completely different company.

The signage had to work at event scale, which means bold, legible, and visually striking from across a conference hall. Print materials needed to function as leave-behinds that people would actually keep, not toss in the nearest recycling bin. I designed everything from the handouts to the digital assets with that in mind. Every piece had to carry its weight.

Atlantic Media Group's brand standards were the floor, not the ceiling. I respected their guidelines on typography, color, and tone, then pushed beyond them to give Studio 2G a distinct visual language that could stand on its own at events and in digital spaces. The result is a sub-brand that feels fresh and intentional while clearly belonging to the AMG family.

From the initial concepts through final production files, the whole system was designed to be extensible. Future events and campaigns can pick up the visual language and run with it without needing to reinvent anything.

One of the signature pieces in the system was the Marketer's Roadmap, a five-panel accordion brochure. It opens flat into a complete marketing playbook for government, then folds down to a clean cover that fits in a conference tote. The hard part was packing dense strategy content, six tip sheets, a buyer's journey resource model, and an account-based marketing framework, into something that still reads clearly at a glance. A consistent panel grid and color coding carry the reader through each stage, from setting an objective to scoring accounts for sales follow-up.