2021
Early on in our design system journey at 84.51° a rebrand kicked off. We thought it would be an exciting partnership to kick off with the marketing team, as there are some key overlaps between our needs. There was just one problem... we didn't have a brand design team to collaborate with.
To bridge that gap and help create alignment I facilitated concept development and design execution for our rebrand, blending the worlds of marketing and product design. I set out to create a system that would bring to life a holistic shared vision and inspire all functions to do their best work with beautiful assets that reflect our culture.
I centralized all decks and design elements that were created and used in a single Figma file serving as the source of truth. This allowed for seamless sharing, commenting and presenting of each round of concepts.
I focused on using the degree symbol from our logo as a data point, partnering with one of our design leads to bring it to life in motion. The goal was to break down the symbol into infinite data points, then reassemble them into our symbol to show how we create meaningful connections out of data points.
I explored a variety of brand concepts and the degree symbol being used to transform data was fundamentally preferred by the team. I sought to explore leveraging it across a variety of brand touch points, from deck slides to collateral, our corporate website and data visualization.
