Brand Identity
Naming, identity systems, and visual language — plus the guidelines that keep them intact once they leave my hands.
Brand · Digital · Art Direction
Design that keeps
working
I'm Alex Aghjayan — a designer working across brand identity, digital, and campaign. In-house at Saint-Gobain North America, and founder of Colosseo Creative. A decade-plus of making ideas hold up after launch.
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What I Do
Two ways of working, and each one covers the other's blind spot.
At Saint-Gobain North America I work inside a large brand portfolio — websites, campaigns, and interface work that has to move through review cycles, survive real content, and stay usable by whoever maintains it after me. Long timelines, many voices, and design decisions that have to be defensible to people who weren't in the room.
Through Colosseo Creative, the studio I've run for over a decade as founder and creative director, I carry projects alone from first conversation to final build — strategy, identity, web, photo and video direction, all of it. No handoffs, no specialists to fall back on, and no decision on the page I can't account for.
Scale taught me to design for systems and handoff. Ownership taught me to solve the whole problem, not just my part of it. I'd be worse at either one without the other.
What That Looks Like
Digital & Interface
Site architecture and high-fidelity UI, carried through to front-end build when the work calls for it.
Art Direction
Campaign concepting, photo and video direction, and the through-line that holds a rollout together.
Selected Work
Four projects, four different problems.
A rebrand, a brand system, two rescued product tools, and a campaign — corporate and independent, strategy through execution.
Identity & Naming · Colosseo Creative
Museum of Worcester
A 150-year-old institution carrying a name that no longer described what it was. Audience research, a new name, a full identity system, and a site rebuilt around the people actually walking through the door.
Read on Colosseo
Brand System · Colosseo Creative
Neal Glatt Sales & Strategy
A coach whose reputation traveled entirely by word of mouth. A full brand system — identity, messaging, and the digital tools that sell the program — built to work when he isn't in the room.
Read on Colosseo
Enterprise UX · Saint-Gobain North America
Two Tools, Stalled
Two stalled CertainTeed web tools, taken over mid-flight. The remaining questions weren’t design questions — so the first move was finding out who had the answers.
Created as an employee of Saint-Gobain North America.
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Campaign · Norton Abrasives
Pass The Rock
A campaign named with a word customers already used, in a 1970s palette the brand had no history with. I owned the visual system — art direction, logo, photo treatment, and every static asset across five recurring formats.
Created as an employee of Saint-Gobain North America.
View case studyBackground
Experience & credentials
A decade-plus across brand, web, print, and campaign — agency, in-house, and my own studio. The full history, including the parts that don't fit on a homepage.
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Let's connect
Open to conversations about art direction and design roles, and to project work through Colosseo. Either way, I'd rather hear the actual problem than a job description.