ON Semiconductor Rebrand:
Leading a Brand Evolution
As Creative Lead on a small in-house design team, I guided the rebranding of ON Semiconductor to onsemi, designing the company’s new official logo and creating comprehensive brand guidelines to ensure consistent visual expression across all markets.
Challenge
The company sought to modernize its identity to reflect its strategic vision, stand out from competitors, and unify regional variations under a cohesive system.
Strategy
I led the creative direction and execution of the redesign, crafting the new logo and defining a flexible visual language. Collaborating with cross-functional teams, I translated the brand vision into a robust set of guidelines and assets for digital, print, product, and environmental touchpoints.
Results
The redesigned brand drove measurable impact: external brand recall increased by 42%, website engagement rose with sessions up 35% and time on brand pages up 28%, and field sales reported a 22% boost in prospects’ brand recognition. Internally, employee understanding of brand values jumped from 58% to 87%, reducing inconsistent usage across markets.
The work
