The CMO Branding
I developed the full visual identity for The CMO, a publication focused on marketing strategy, technology, automation, and attribution for C-suite leaders. This included defining the color palette, typography, visual language, featured image style, page layouts, social media content, and a scalable graphics library.
This work was created for Black and White Zebra (BWZ), the company that owns The CMO, and was completed under their art direction.
This work was created for Black and White Zebra (BWZ), the company that owns The CMO, and was completed under their art direction.
Brand Concept
The CMO’s brand blends a modern, sophisticated tone with a playful and memorable edge. The goal was to create marketing content that feels fresh and engaging without losing clarity or professionalism. Clean layouts, bold typography, and striking visuals form the foundation of the brand’s aesthetic.
Typography
The visual identity is built around the typefaces Lora and Work Sans—a pairing chosen for its balance of elegance, readability, and versatility. Together, they create a refined yet contemporary editorial look suitable for a high-level audience.For our illustrations, I used a different set of fonts. To add some more character to the typographic compositions, I included the fonts Obviously and Oddity.
Color System
The palette injects energy and personality into the brand. These colors are used prominently in illustrations and featured visuals, whether as backgrounds or filled shapes.
Visuals
The CMO’s visuals combine bold color fields, simplified abstract forms and minimal typography to produce a look that’s modern yet approachable. Featured imagery often uses flat-style illustration with expressive color contrasts and stylised iconography — reinforcing the brand’s message of innovation, clarity and forward-thinking. Through this design language, the brand presents complex marketing topics in a visually accessible, contemporary manner.
