Identity and Materials for APD Projects

The goal

APD is a large organization with multiple projects constantly emerging and generating support activities for business leaders at the same pace and spontaneity.

My role was to provide support by building an identity and producing promotional materials and presentation assets to be used at events scheduled for early 2026. The biggest challenge was delivering as fast as possible with minimal contact and direction from the core team, as they were managing an enormous number of simultaneous activities at the time.

Objectives

• Create graphic identity elements for an organizational project.
• Build PowerPoint presentation templates for that project.
• Design informational and promotional materials for the nearest upcoming event.
• Ensure the identity and materials reflected a clear connection to APD.
• Keep all presentation materials editable by staff without design or graphic arts expertise.

Process

I met with the team to understand the scope of my responsibilities and the priority order of the deliverables, so I could build a realistic work plan.

I spent the first week setting up my workspace and acquiring the assets, typefaces, and licenses needed to develop the work. As an external collaborator, I would not have access to much of the content already developed by the APD team, and their workload made communication difficult — requesting access and routing it through the appropriate departments would have created unnecessary friction. I had to be ready to solve any need independently.

Once I had the essential building blocks in place, I developed my identity proposal for the project — a distinct color palette and basic usage guidelines. From there, laying out the PowerPoint presentations came naturally. Those slides carry enough visual weight to establish a clear image direction that I could then carry through the rest of the print materials.

I made sure every deliverable — whether a presentation or a printed piece — could function as a template, so the team would never need me present to make edits or add new content. This was especially important because much of the work gets revised on-site, which can mean anywhere in Spain.