Optiv Brand Evolution — Joel Hawkins, design lead

15+ years helping brands build, transform and communicate. Team lead on brand systems, governance, multi-channel campaigns, and live experiences. Open to design lead roles.

Selected Brands

Beatport
MACHINE
Magical Threads
Marriott
Optiv Security
Outreach International
RED Cameras
Singularity University
Steelcase
Toyota

Brand Evolution

Optiv Security

2018–26

Optiv brand audit, 2023

Over eight years, I was a senior member of the team that evolved and governed Optiv’s brand through changes in leadership, strategy, and market. I tripled the icon library, expanded the color palette, and added a secondary typeface, then built the guidelines and templates that kept the brand consistent across web, print, events, and campaigns. Most recently, I helped research, scaffold, and test Copilot agents that let regional marketing managers and field reps build on-brand event materials from templates.

 Deliverable templates
 Brand guidelines
 Color, typography, iconography, image styles
 Brand/campaign identity systems
 Naming, messaging
 Copilot, Firefly, Nano Banana, Claude