Steps I took in the brand refresh process
As the lead designer in charge of our brand refresh, I begin by analyzing our current identity and gathering feedback from stakeholders to see what resonates and what needs to evolve. I then refine our visual and verbal identity to align with our updated strategy and audience insights. Once the refreshed look and feel are finalized, I document everything in clear guidelines, train our teams on proper usage, and orchestrate a cohesive rollout before monitoring the brand’s impact and making any necessary adjustments.
Results and business impact
Since implementing the brand refresh, we’ve seen stronger brand recognition and improved consistency across all customer touchpoints, which has helped build trust and enhance the overall customer experience. This has directly translated to measurable impacts on lead generation and conversion rates, as well as boosted team morale by unifying everyone under a clear, modern brand identity. Additionally, stakeholder confidence has grown, as the refreshed look and message more accurately reflect where we stand in the market and our vision for future growth.
