Developed a full branding identity for Lidl US’s customer feedback initiative, "Lidl Pulse." The goal was to create a visual system that communicates both transparency and approachability while encouraging shopper engagement. The design features bright, brand-aligned colors and expressive iconography to reflect the spectrum of customer sentiment. I created a logo system using speech bubble motifs and emotive faces to visually represent feedback as a dialogue. Supporting graphics include infographics and social content that highlight key insights from shopper testimonials. The identity was designed to be flexible across platforms, from internal reports to public-facing media.