Timothy Petrochko — Brand System

At a glance

Positioning

Creative Director, Brand Strategist, People-First Leader

Color

Orange, black, white

Type

Helvetica Neue

Mark

Interlocked TP monogram

Voice

Direct, specific, dry, human

Form

Orange rule top and bottom, on a grid, left-aligned

What I do

I build in-house creative organizations, and the standards that make their work good.

A craftsman's eye and a builder's head at the same time. Twenty years of in-house work, a camera since I was nine, a violin since I was six. I show up where the creative is underbuilt, and I build it.

Standards create freedom, not constraints.

In-house is a real discipline, not a backup plan.

The team is the work.

I use AI. The work I make is mine.

Bios

Descriptor

Creative Director, Brand Strategist, and People-First Leader.

Short

Creative leader, 20+ years. I build the in-house creative organizations, standards, and teams that make great work repeatable.

Medium

I'm a creative leader with 20+ years of experience building teams, shaping global brands, and elevating the quality of creative work across organizations. I focus on establishing the systems, standards, and direction that allow creative teams to produce strong work, consistently. I care as much about how the work gets made and the people making it as the results themselves.

Boilerplate

Timothy Petrochko is a creative director and brand strategist who builds in-house creative organizations: the structure, standards, and teams that make great work repeatable. He was Fujifilm's first-ever Creative Director, and has rebuilt creative functions across consumer products, retail, and heritage brands.

How I sound

Direct without being blunt.
Specific without being pedantic.
Confident without performing it.

Direct. The first sentence earns attention or it fails.
Dry. A little wit that lands and moves on.
Out loud. Let people watch me work it out.
Specific. Real examples, real numbers, real things.

Opinionated. I state the point. I don't hedge.
Human. A person talking, not a brand performing.
Plain. No corporate clichés, no hype words.

The mark

A custom monogram. The T and P interlock on a grid, one stroke weight, with a rounded terminal on the P. The space between them is part of it. I have used it for about 20 years.

Clear space

x equals the stroke width of the T. Keep at least x of clear space on every side.

Versions

Orange on dark

Light on dark

Dark on light

Smallest sizes

100px on web, 16px as a favicon, half an inch in print.

Wordmark and lockups

Timothy
Petrochko

Mark and wordmark

Timothy Petrochko

Stacked

Timothy
Petrochko

On light

Next to the orange mark, the wordmark is black or white, never orange.

Color

Three colors, used flat. No tints, no gradients.

Orange

F14924

R241 G73 B36
Pantone 1655 C

Black

000000

R0 G0 B0

White

FFFFFF

R255 G255 B255

AaWhite on black is fine for body copy.

AaOrange on black holds up at display, label, and rule sizes, not body copy.

AaBlack on orange is the safe pairing on an orange field.

AaWhite on orange holds only at big sizes and short labels.

Type

Helvetica Neue, everywhere. Default spacing for text, a touch of positive on all-caps.

Display

Build the system

Section

How the work gets made

Eyebrow

Brand standards

Lede

Standards create freedom, not constraints.

Body

A team with clear standards spends its energy making, not negotiating.

Layout

Orange rules

4px frame at the top and bottom of every surface.

2px between sections.

1px for fine rules, like a table.

Grid

12 columns, left-aligned, on an 8px rhythm.

Surfaces

Black

White

Orange

At a glance

What I do

Bios

Clients

How I sound

The mark

Color

Type

Layout

Don't