Scaling the brand to match the momentum

This rebrand was about giving a fast-growing tech team the kind of visual system their business had already earned—modern, flexible, and ready for the next stage.

The brief was simple but ambitious: make the updated brand feel real—on the website, in campaigns, and anywhere prospects met the company. As Design Manager for the rebrand, I defined the visual direction and translated it into a working system. In Figma, I built out component libraries, tokens, and page templates, then documented the standards—color, type, imagery, and motion cues—so anyone touching the work knew how to keep it consistent. We also baked accessibility into the rules from the start (contrast, type scale, tap targets) so teams could make inclusive choices without guesswork.

From there, it was a true partnership across marketing, leadership, and product/engineering to bring the system to life. We shaped a custom web experience that matched the brand’s story, stood up campaign and social templates, and created a lightweight toolkit for video. I organized the files for speed—clear naming, folders that mirrored workflows, practical handoff notes—and ran quick trainings so internal teams could extend the system without a designer on every request.

The payoff came fast: the team produced 100+ on-brand assets in roughly three months, site traffic lifted +45%, CTA testing drove +18% sales, and social audiences grew +12%. Most importantly, the rebrand became something the business could run with—clean, recognizable, and scalable.