◉

Striking the right balance

Taking a start-up to market

Building a brand system with one logo, one color palette, & a typeface

About the project

  • Geometric drawing of an outline square with sections divided by vertical, horizontal, and diagonal lines.

    The Challenge

    No real brand differentiation in a B2B space with rapid growth and strong competition. Lack of consistency with no unified approach to showing up.

  • Geometric illustration

    Our Team

    True to start-up life we truly built the plane while flying it. Initially the sole creative, I grew the Design Team to 7 people during my tenure.

  • Geometric drawing of an outline square with sections divided by vertical, horizontal, and half circle lines.

    My Role

    Reporting to the CMO, I was the Art Director, Lead Designer and Project Manager for all creative projects.

  • Geometric drawing of an outline square with sections divided by vertical, horizontal, and diagonal lines.

    The Process

    Keep a pulse on the industry while pushing the visual language. Test fast and often. Stay true to core tenets.

Before

New Foundations

BUilding the brand

The Results

3.6x

Increase in conversion

WOMO everywhere

5 grab & go

Template systems

Growth in marketshare

1 new design component system