ProExpand

From symbol to character.

The badge set Ben’s proportions, his round face came straight from the logo’s circle, and the sunglasses became his signature, the one detail that keeps him recognizable even in a small thumbnail.

His suit is tailored but never perfect. The small wrinkles keep him credible for a serious subject without making him feel distant from the families he is talking to.

The context changes. Ben doesn’t.

ProExpand’s audience comes from very different careers, so Ben had to step into an office, an airport, a construction site or a hospital and still read as the same character.

The character guide separates what can change from one story to the next, which is his clothes, his props and his posture, from what never changes, which is the face, the glasses and the palette.

One journey became a family.

Immigration rarely changes only one life. Ben could explain the process, but the content also needed room for everything that happens after arrival.

The brand world grew to include Charlene, who carries the stories about settling in and belonging, and Leo, the curious kid who asks the questions adults often forget to ask. Each one opens a different kind of content without taking away Ben’s role as the guide.

A logo with a life.

Ben began inside the ProExpand logo. What was already there became a character, found a voice and eventually made room for a family, which gives the brand a cast that can carry educational posts, campaigns and Reels while staying recognizable as ProExpand.