Ticketmaster

Branding an ERG While the Parent Brand Was Still Moving

A visual identity and template system for an employee resource group launching in the middle of a corporate rebrand.

Client: Ticketmaster · In-house
Type: Internal Brand Identity & Template System
Deliverables: Brand Identity, Graphic Design
Credits: Kashia SpaldingDesigner. Identity, template system, and rollout support for the ERG founders.

The Challenge:A Moving Target and Non-Designer Users

The ERG needed an identity that felt distinct but still sat inside the corporate system, and the corporate rebrand wasn't finished. Whatever I built had to survive the parent brand changing under it. The founders wanted something welcoming without falling into the obvious visual clichés, and the people using it every day weren't designers.

A parent brand still in flux
An identity that had to be distinct and compliant at the same time
A brief to feel welcoming without leaning on stereotype
Day-to-day users working in Canva and PowerPoint, not Adobe

The Work

Digital Assets

A complete template system for ongoing internal communications and event promotion.

Email template

Social Templates

Instagram story and post templates built for non-designers in Canva.

Story templates
Event posts

The Results:Adopted Without Hand-Holding

The ERG launched with a cohesive identity that internal teams picked up immediately. The templates worked for non-designers and held up as the larger brand refresh continued.

Client feedback

The visuals felt professional but still soft and inclusive which was exactly what we wanted. Everything was easy to use, and we appreciated how well it worked with the evolving brand.

Quick Answers

How Do You Build a Brand System During a Parent Rebrand?

Identify which elements are stable and which are still in play, then build on the stable ones. The system flexes as the parent brand lands instead of needing a rebuild.

What Makes a Template Usable by Non-Designers?

Building it in the tool they already use. These lived in Canva and PowerPoint, with locked layouts and type styles that stay on brand no matter who opens the file.