I have designed new entrepreneurial brands and rebranded industry leading companies. From strategy to implementation, I help companies build brand equity and distinctive brand assets.
Rocket Lawyer
LegalTech Rebrand & Brand Management
LegalTech Rebrand & Brand Management
Rebranded a legal tech company for growth and a $223M funding round
Overview
When I started at Rocket Lawyer, the brand identity was dated, had inconsistent brand assets and didn’t represent the legal tech marketplace they performed in. There was a need to make the Rocket Lawyer brand look more professional, trusted, consistent and elevate the product and human side of Rocket Lawyer.
Solution
I self-initiated many projects, working with marketing, product and content teams to develop a new brand strategy that led to the creation of a brand architecture, a refreshed visual design and marketing design systems to help guide future projects.
Result
The work I created and led my team to produce has helped the company gain market share, position the products and win customers back. As an ongoing effort, I continued to build on our success, with new AI tools and art direction of the company’s international marketing efforts.
Deliverables
Brand Strategy / Brand Guidelines / Product Brand Architecture / Design System / Employer Branding / Icons / Illustrations / Product Photography / Messaging Guides / Internal Documentation
Phantom Cyber
AI Cyber Security Brand Identity
AI Cyber Security Brand Identity
Acquired in 2 years of launch for $350M
Overview
Phantom Cyber is automated online security software helping to move cyber security away from human monitoring and response, to a more automated process powered by AI. Phantom’s product automates about eighty percent of the monitoring seeks out potential threats, to keep up with the increase of computer malware, attacks and identity theft of Fortune 500 companies and their clients.
Solution
My solution was to create a bold and symbolic mark showing the augmenting of human potential with machine learning as the letter P reaches out, searching for threats. The rest of the identity puts a spotlight on what is unseen with vertical lines that expand.
Result
This distinctive brand identity helped the founder launch and growth the company quickly by having a clear positioning. The company was acquired by Splunk in two years of launch.
Deliverables
Brand Identity / Brand Guidelines / Business System / Trade show Booth / Swag
Brand Identity / Brand Guidelines / Business System / Trade show Booth / Swag
Shasta Ventures
Silicon Valley VC Rebrand
Silicon Valley VC Rebrand
Positioned for a new business focus and vision for future growth
Overview
Shasta Ventures was in a period of transition with some parting partners and refined focus on Series A investments. In partnership with Great Monday, a strategy & culture consultant, I led the brand identity, web design and guideline work to help Shasta position themselves for growth.
Solution
I created the idea to reframe the meaning of Mt. Shasta by focusing on the powerful tectonic shifts that formed the mountain, versus the obvious and generic image of Mt. Shasta. This new meaning expresses the energy, stages and power of tectonic plates to represent a future focused company. The three lines moving upward represent institutional investors providing funding, Shasta in the middle managing those assets and ultimately founders, to back the next successful company.
Result
The new identity helped align employees on a shared vision and gave a fresh look to the company. I also designed a new website, defining the UI and UX, and then visual design which I worked with a developer to implement. An event series called "Elevate" was also created to help founders learn and grow.
Deliverables
Brand identity / Logo / Website / Icons / Brand Guidelines / Icons / Launch Swag
(Strategy by Great Monday)
(Strategy by Great Monday)
Eco Terreno
Biodynamic Winery Identity & Packaging
Biodynamic Winery Identity & Packaging
Crafted a sustainable cult brand for sustained growth.
Overview
What started as a passion of Mark Lyon to combine his many years of quality wine making for others and his love of tending the land to grow quality grapes, has manifested itself into his own brand of wines called Eco Terreno Wines. The vineyards are managed using sustainable and biodynamic methods to create healthier soil and quality fruit. The name Eco Terreno literally means “of the land” and directly represents Mark’s passion and wine growing methods.
Solution
I created an iconic brand mark showing a cross section of the environment and vines that form a bee to highlight the holistic system of land, air, nature and vines that make a truly great wine. The bee symbolizes a healthy vineyard and the actual bees managed on the estate. We also helped them strategize and create a package design system for two tiers of wine that include a value line and a more exclusive “Artisanal Selections” line for cult wine buyers.
Result
Since the launch of the Eco Terreno brand and sequential vintages, this brand has received increased orders and interest from distributors and wine buyers. Eco Terreno has also opened a tasting room in San Francisco to bring the vineyards to many more wine lovers.
Deliverables
Brand Identity / Packaging / Brand Guidelines / Sales Collateral / Brand Architecture
Logo Collection
Various brand marks and logos
Various brand marks and logos
Packaging Collection
Various package design projects
Various package design projects
