Brand Identity System

Designed a new logo and a complete brand identity system from the ground up logo, color, a two-typeface system, illustration, and photographic direction — and authored the Brand Guidelines.

• Built an org-wide template library adopted across every function: Figma, Canva, Google Slides & Docs, email signatures, business cards, social profiles, pitch decks, and one-pagers — plus a simplified internal brand guide and brand components loaded into HubSpot.

• Authored a dedicated typography rules system and executed the rollout in structured sprints, culminating in the internal new-logo / brand launch.

The overall approach is minimal and disciplined, allowing product quality and consistency to take precedence over trends.

Adopted org-wide across 6+ platforms.

“The new branding assets look so good — they feel like the brand.” — Owen Dubeck