![](https://cdn.myportfolio.com/92f9fe416d0c26e5e476ec606fd7610f/794dd995-632a-4b19-9a92-613626b856a9_rw_1920.png?h=7b3a3940c29a67af58d79611dbf5b948)
Overview
When I first 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 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 new brand assets, a refreshed visual design and marketing design systems to help guide future projects.
Result
The work I have created and led my team to produce has helped the company gain market share, define our products better and win customers back. As an ongoing effort, I continue to build on our success, with new AI tools and art direction of the company’s international marketing efforts.
Work
Brand Strategy / Brand Guidelines / Product Brand Architecture / Employer Branding / Icons / Illustrations / Product Photography / Messaging Guides / Internal Documentation
![](https://cdn.myportfolio.com/92f9fe416d0c26e5e476ec606fd7610f/ae17487a-88db-4a9c-99a0-c20c5d4f6c58_rw_1920.png?h=02c833d53c6462be238f1af213d558b6)
Brand Strategy
I started the Rocket Lawyer rebrand with a brand audit and then conducted internal interviews with the executive team and external research to help define Rocket Lawyer's positioning. I worked with the content marketing team to refine our messaging and brand personality, including a framing of what "Rocket" means to put guardrails on our brand story.
![](https://cdn.myportfolio.com/92f9fe416d0c26e5e476ec606fd7610f/fcd06dd6-7e1c-42e4-9221-ffc8ad7aaba9_rw_1920.png?h=37406a7a5fb9cbadd70aca1edabbab6b)
![](https://cdn.myportfolio.com/92f9fe416d0c26e5e476ec606fd7610f/e922c353-5fd8-4dbd-8d7f-387ee2a26cfd_rw_1920.png?h=72f901b7082ec10b2a8e93546113b3a1)
Brand Assets
Following the brand strategy development and sell-in to the executive team and cross-functional partners, I created a comprehensive set of brand assets and brand guidelines. I continue to be a brand steward managing the creation and proper use of our assets in marketing, product and external partners.
![](https://cdn.myportfolio.com/92f9fe416d0c26e5e476ec606fd7610f/29a4e274-ff97-4402-9d4a-c1a46488e75e_rw_1920.png?h=0f57f7b5a54e645a761e94ca3e8a590d)
![](https://cdn.myportfolio.com/92f9fe416d0c26e5e476ec606fd7610f/75770f11-d107-4018-b434-9b378ca55e16_rw_1920.png?h=6e2d922bb1ee14df72352b42731b9ee1)
![](https://cdn.myportfolio.com/92f9fe416d0c26e5e476ec606fd7610f/2a44ce16-c7e4-41e6-97d5-b074c9581c78_rw_1920.png?h=14deed48de2fee57128ec0f31f834fea)
![](https://cdn.myportfolio.com/92f9fe416d0c26e5e476ec606fd7610f/dce47325-31a6-463a-9bdf-8d382c1f5791_rw_1920.png?h=d3bebaa0b890ae5df93009463a4f7ddf)
![](https://cdn.myportfolio.com/92f9fe416d0c26e5e476ec606fd7610f/a4ddce09-5078-4f08-aafd-e177736df2fa_rw_1920.png?h=72f84874f232b00a35cad003516a1dde)
![](https://cdn.myportfolio.com/92f9fe416d0c26e5e476ec606fd7610f/26cac05c-b9c9-4199-a3c6-a56fafafd895_rw_1920.png?h=5e5eda0157ce0157c825205426209118)
![](https://cdn.myportfolio.com/92f9fe416d0c26e5e476ec606fd7610f/d4cb0352-d3ce-44bc-99b0-ceec2861b7c8_rw_1920.gif?h=66601e37d44aed42fd743df2147d26e3)
![](https://cdn.myportfolio.com/92f9fe416d0c26e5e476ec606fd7610f/02469da9-6576-4524-84e4-1b144f1427da_rw_1920.png?h=a8aa881e7aafb5f0cc523f81069afa87)
![](https://cdn.myportfolio.com/92f9fe416d0c26e5e476ec606fd7610f/21674e56-ecad-467c-8272-d4caf91e1141_rw_1920.png?h=bf9bd504384da2149a1148ce6110da89)
![](https://cdn.myportfolio.com/92f9fe416d0c26e5e476ec606fd7610f/d307035a-afec-4053-85ac-628a689a5255_rw_1920.png?h=99ad82fe07dcb65490baede83941e7f3)
Employer Branding
At Rocket Lawyer, the brand design team also manages our employer brand assets to promote culture, recruitment and communications. For the summer of 2023, we started a summer internship program, and I spearheaded a campaign theme with my team to implement a fun and scaleable swag system that promotes our mission-driven culture through the entire length of the internship.
![](https://cdn.myportfolio.com/92f9fe416d0c26e5e476ec606fd7610f/e04a9bc7-b62e-40a6-a0b2-3472a47768f5_rw_1920.png?h=5e9cfe9b9a0ae7ea8a8ad492e59e06a3)
![](https://cdn.myportfolio.com/92f9fe416d0c26e5e476ec606fd7610f/10ba8877-bcae-4a50-8ca1-5126e86f7b58_rw_1920.png?h=820867ac07312bc428b75fac61f1905e)