Creating a Department-Wide Identity at Bethesda Softworks

Using visual identity to strengthen culture, connection, and belonging across the department

At a Glance

• Contribution: Concept, visual identity, and logo design

• Reach: Adopted across the entire department

• Application: Department materials, hats, jackets, and employee merchandise

More Than a Logo

Building a strong organization is not only about establishing processes and delivering products. People also need a shared identity—something that represents their work, personality, and connection to the organization.

I created a logo for our entire department at Bethesda Softworks. It became the department’s internal visual identity and gave employees a recognizable symbol that belonged to our group.

From Visual Concept to Shared Identity

The logo moved beyond its original design and became part of the department’s culture. It was applied to internal materials and printed on merchandise, including hats and jackets worn by employees across the department.

Department-wide identity and employee merchandise featuring the logo I created.

Seeing people wear the logo was especially meaningful. It demonstrated that the identity was not simply approved as a design asset—it was embraced by the people it represented.

Leadership Through Culture

A strong organization needs structure, but it also needs belonging, personality, and shared pride. Creating this identity gave those qualities a visible and lasting expression.