Shortly into my tenure on our product design system, our marketing team kicked off a rebrand. Having no lead brand designer to help connect the pieces of what our two teams were each charged with tackling, I took the lead on connecting the dots from a design direction stand point as well as facilitating executional gaps.
I spent around 10 months off and on illustrating concepts, hand picking colors, testing typefaces, and visualizing our brand in a way that would help people get clarity on what we connected with and how we could show up in the marketplace.
Round 1 Creative
The initial creative I proposed focused on a concept of dots and lines mirroring connections of data points to tell a story.
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A simple color palette that would present our data visualization beautifully
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A unique sans-serif typeface, Everett, that had an approachable form but fit our personality as a data company.
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A focused photography selection keyed in on people with unique purple tones and increased contrast.
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Familiar icons, but with a twist (as opposed to third-party options)
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Conceptual patterns using the degree symbol from our logo (with meaning) to use as a brand asset across marketing collateral.
Additional Concepts
