Brand Guidelines — Ricardo Hijar

Spreads from the guidelines — Spreads across the document — headshot ratios, logo behavior over color and photography, data-visualization palettes, grid examples and the Lazard Sans rollout note.

Full Figma canvas of the guidelines — The whole document on one canvas, organized by chapter: brand strategy, verbal identity, logo, typography, color, data visualization, iconography, photography, grids, events, video.

Comment threads on a guidelines page — Review in the file itself — comments pinned to the artwork, questions answered and resolved in place.

Photography direction deck — The expanded photography guidelines, built from a shoot with two photographers and more than fifteen employees as models. I art-directed one of the three locations, then curated and edited the results into this guide to angle and style — a stated point of view, a moodboard, and a six-shot framework the whole firm can brief against.

About the project

Guidelines only work if people use them. The brief was a single reference the whole firm could work from — New York, London, Frankfurt and Hong Kong — covering logo, typography, color, data visualization, photography, iconography, grids and events, precise enough to settle an argument and practical enough to open mid-project.

I built and maintain the document in Figma, which changed how it gets made. Chapters live on one canvas, so the system is visible as a whole rather than as a stack of pages. Stakeholders comment directly on the artwork instead of relaying edits through email, and approvals happen against the thing itself. Sections like the data-visualization type scale carry the exact values for web, print and presentations, so the rules can be applied rather than interpreted.

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