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PROJECTS

Branding

I’ve led multiple rebranding initiatives that span logo design, color palettes, typography, image guidelines, tone of voice, and website redevelopment. My goal is to create cohesive, impactful brand identities that resonate with target audiences and drive growth.

MM Brand Guidelines

Branding refresh

At Mixmax, a SaaS sales engagement platform, I led a branding and website refresh. The purpose was to instil trust and recognition by replacing disjointed, inconsistent designs, outdated backgrounds, and multiple colors of the logo. 

The result was a simplified, more unified brand with updated typography, backgrounds, and a simplified color palette that reinforced the primary brand colors. The guidelines include logos, iconography, color, brand environment, and retired elements.

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beanworks branding

Rebrand project

At Beanworks, a SaaS fintech company, I led a cross-functional rebrand and web redesign project that required collaboration and buy-in from the executive team. The previous branding had become outdated, and there were no guidelines for  voice or brand values. 

The new brand guidelines cover the brand values, visual identity, color palette, backgrounds, design elements, typography, and tone of voice. Under this branding, Beanworks was successfully acquired for $100M+ by Quadient. 

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This

New brand development

THIS is a non-profit organization is dedicated to restoring harmony through arts and culture. Its mission is to bridge community gaps and promote diversity and inclusion by celebrating differences and valuing individuality.

I collaborated with the founding team to develop a brand identity that embodies the organization’s core values of harmony, community, and togetherness. The challenge was to create a design that is hip, modern, strong, and professional. The resulting brand identity features bold shapes, symbolizing diversity coming together to create harmony.

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