BRAND DESIGN LEAD | 2017-19
I was brought in to help the design team keep pace as the company grew from 170 to 400 employees. This included building and mentoring an in house creative team in a hands-on leadership role. My mandate was to create a foundational design system that communicated Blend’s market momentum. With growth for new markets on the horizon, we knew this system had to be able to adapt across geographies and nuances of remote teams. In addition to differentiating from the competition through elevated design and experiences, we were charged with supporting ambitious talent acquisition goals. We created internal sub-brands that created camaraderie and company pride across each internal function.
I worked on
Branding: Rebranding, Brand Identity, Tone of Voice, Art Direction, Launch Strategy, Illustration, Design System
Digital: Content Strategy, Web Design, User Testing, Marketing Emails, Video
Activation: Advertising, Campaigns, Events, Conferences, Recruiting
Blend was entering a stage of high-growth and needed an update to the visual identity to include an expanded color palette and a fresh illustration style.
TEAM: Kaitlin Sullivan, Vince Sacco, Hugo Baeta
Worked with Redbridge studio to animate our design system into a compelling visual story that communicates what Blend brings to the table. We created a workhorse asset that supported onboarding, sales, and marketing. The whole video can be seen here
Team: Kaitlin Sullivan Terrence Caldwell