ON Semiconductor Rebrand: Leading a Brand Evolution - click to learn more

Role:
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.