Lai-Kit Chan Start a conversation
Lai-Kit Chan

Enterprise Brand System

Designing Trust Across a Large Enterprise Brand System

Visual design and system work across print collateral, packaging, campaigns, enterprise playbooks, and environmental graphics.

Symantec Brand: connecting enterprise, small business, consumer, and environmental design.Symantec is the central brand, connected to enterprise, small business, consumer, and environmental design. Each audience and format remains part of the same brand system.SYMANTECBRANDENTERPRISESMALLBUSINESSCONSUMERENVIRONMENT
My role
Visual Designer
Brand Systems Designer
Production Designer
Deliverables
Print collateral
Packaging
Campaign graphics
Environmental graphics
Client
Symantec
Work completed with Scott Brown Design
Industry
Cybersecurity and software

Initial Condition

Many audiences. Many formats. One brand to protect.

Symantec served business, enterprise, and consumer audiences across a wide range of cybersecurity products and services. Each communication had its own purpose, but all needed to reinforce trust, clarity, and recognition.

  • Multiple products and service areas
  • Different business, enterprise, and consumer audiences
  • Many communication formats and touchpoints
  • Need for consistent brand expression
  • Complex security-related topics
  • High need for credibility and trust

Structural Tension

At enterprise scale, fragmentation is the risk.

The challenge was not simply to create individual assets. It was to support many products, audiences, messages, and environments while keeping everything connected to one larger enterprise brand.

Fragmented expressions

  • Consumer
  • Small business
  • Enterprise
  • Campaign
  • Packaging
  • Environment
Coherent Brand System

Design Response

Creating hierarchy, consistency, and trust.

The work required a tiered visual system for enterprise, small business, and consumer audiences. Each tier had its own layout patterns, imagery, and communication style, while staying connected to the larger brand.

  1. 01

    Enterprise

    Formal collateral and playbooks

  2. 02

    Small Business

    Packaging and brochures

  3. 03

    Consumer

    Campaign and education imagery

  4. 04

    Environment

    Briefing room and spatial expression

Selected Work

Trust had to scale across every format.

Selected Work: Symantec & Norton, one brand expressed across audiences and formats.
Symantec and Norton design work: enterprise collateral, briefing room graphics, small business brochures, colorful education posters, and Norton campaign imagery.

Evidence

What Changed

  1. 01Stronger consistency across brand touchpoints
  2. 02Clearer visual hierarchy
  3. 03More polished communication of complex topics
  4. 04Greater trust and recognition across products, audiences, and formats

Insight

In an enterprise brand system, trust has to scale.

At this scale, design becomes a governance tool. Consistent hierarchy, visual language, and brand application help reduce fragmentation across products, audiences, teams, and formats.

The work reinforced that enterprise design is not only visual execution. It helps a large organization remain recognizable, credible, and coherent across many places at once.

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